Customer Project
PROJECT
For more than 50 years, ANRIN has been developing high-quality polymer concrete drainage systems and is recognised as one of the leading technology providers in linear drainage. Although its products, quality and service were all of the highest standard, the analysis revealed a clear challenge: customers hardly differentiated between the brands in the market. Price, familiarity and product range dominated purchasing decisions, while the real differences between manufacturers remained largely unnoticed. This was precisely where the strategic opportunity lay.
CHALLENGE
Competitive analysis, together with interviews with distributors, landscape contractors and internal stakeholders, revealed a clear pattern: almost every manufacturer was communicating in exactly the same way. The focus was always on the same arguments—technical specifications and price. As a result, the market became increasingly homogeneous. Products were perceived as interchangeable, and the brand played only a minor role in purchasing decisions. Distributors often chose suppliers based on habit, price or existing relationships. At the same time, ANRIN had a far more ambitious aspiration. The goal was not simply to develop better products, but to become the most desirable brand in the industry.
STRATEGIC INSIGHT
The most important insight emerged during the positioning process. ANRIN is not in the business of drainage channels. ANRIN is in the business of water. Products change. Materials evolve. Technologies advance. But water remains.
This perspective opened the door to a much broader brand idea. Water was no longer viewed merely as a technical application, but as the starting point for everything the company does. It stands for responsibility. Sustainability. Design. Resource conservation. And aesthetics. This insight gave rise to a brand with a clear mindset—one that is built around a purpose far greater than its products alone.
SOLUTION
Based on these insights, an entirely new brand world was created. This included:
– Development of a clear strategic positioning
– Definition of the brand mission and brand vision
– Creation of a brand philosophy centred around the theme
of water
– Development of the international claim LEADING WATER
– Development of a new visual language inspired by water
and its forms
– Creation of a modern corporate design
– Translation of the strategy into an international brand
communication system
The claim LEADING WATER represents far more than simply managing water flow. Leading means to lead, to master and to set the direction. The claim expresses ANRIN’s ambition to take a technological, design and strategic leadership role across the entire market.
IMPACT
ANRIN evolved from a manufacturer of drainage systems into a brand with a clear vision for the future. Its communication moved beyond purely technical product features and shifted the focus to design, innovation and the significance of water. The result was a far more emotional brand world that clearly differentiated ANRIN from its competitors. The new positioning strengthened the brand’s perception among architects, planners, landscape contractors and distributors. At the same time, it created greater direction and identification within the company. ANRIN evolved from a product brand into a brand with a clear mindset. A brand that does not simply manage water—it rethinks the way we work with it.
Your Contacts for the ANRIN Project
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