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Heller brand relaunch: Premium Tools - Quality and Innovation. EST. 1849

For over 170 years, the name Heller has been inextricably linked with outstanding drilling tools made in Germany. And with its many years of experience since - it was founded in 1849 - the company from the north-west of Germany has constantly further developed and optimised its product range. Today, Heller offers drill bits for use in countless materials. In addition, the product portfolio now also includes the segments chisels, diamond tools, jig- and reciprocating saw blades, circular saw blades, bits and oscillating tools. This wide and deep selection of the product range enables the specialist dealer to obtain a large part of his tooling accessories requirements for the professional user from a single source.

With its new brand strategy, Heller is focusing on its strength as a provider of professional tools and the best services for customers and professional users. It will be visible to the outside world first through the newly designed company logo with brand claim. The claim "Premium Tools" describes Heller's self-image: "We are a provider of innovative product solutions used by professional users. Our aim is to supply the user with the best tools across the entire product range of the Heller brand with which they can complete their task simply, quickly and accurately," says Marketing Manager Kay Jungblut, explaining the guiding principle behind the new claim. The segment "drill bits" is and will remain a core competence of Heller and will be enriched by further product groups. For the future, the company also wants to selectively extend its existing portfolio with adjacent product segments if this offers users clear added value and further strengthens cooperation with the specialist trade.

The revised Heller logo is characterised by modernity and clarity in structure, which emphasises the essential components. It can be used flexibly and is excellently recognizable, especially in digital media. The logo and claim reflects the core message of the brand strategy clearly and in a nutshell, without the need for further explanation: Heller - Premium Tools.

The logo embodies the most visible change that goes along with Heller's brand relaunch. But of course there is much more to it than a purely visual adaptation. The declared goal of the company, which has around 150 employees, is to provide the user with quality tools. "Heller products give the professional user the good feeling of working with the best tools for power tools - regardless of which machine is used," explains Jungblut.

And the claim to be "premium" is not only limited to the product range. Heller is a close and reliable partner of the specialist trade, which the company supports with a strong range of services. Digital topics are playing an increasingly important role. For example, the Heller website has developed into a central digital platform that offers both the retailer and the user valuable information such as an exclusive application wizzard, a knowledge database, Heller TV and a closed retailer area. Heller will continue to expand the digital area in the future and thus pursue the service concept consistently and sustainably.


The same applies to the analogue world: Heller supports retailers at the point of sale with individually configurable product presentation systems, pre-assembled modules and attractive secondary placements with high space profitability. In addition, the company is strengthening retail sales with special sales campaigns. In the Heller Training Academy, Heller also educates its customers in the characteristics and use of its products.


Another very important component of Heller's DNA is internal and external communication and corporate culture. "As a medium-sized company, we focus on close, cooperative relationships with employees, customers and business partners and attach importance to personal contact," explains Jungblut.


The "roll-out" of the new brand strategy has been running since October 1. The corporate design will be successively implemented for all relevant touchpoints from the business card to the presentation of goods at the point of sale. "The implementation of the strategy will of course be lived from day one," Jungblut underlines.