Melitta Group – The Annual Reports 2014 to 2016 as a chronicle of transformation

Melitta is an internationally active, family-owned group of companies with a tradition of over 100 years. Known above all for its legendary coffee filters, coffee products and coffee machines, the Melitta Group's range also includes numerous household products under well-known brands such as Swirl, HandyBag® and PrimaPack® for cleanliness and hygiene at home. For Melitta, the publication of an annual report is not an obligatory exercise, but rather an expression of the company's conviction that all stakeholders should be kept fully informed about the company's development. Truffle Bay was responsible for the concept, editing and design of the annual reports of 2014 to 2016.

The 2014 financial year of the Melitta Group, as the starting point of the annual report trilogy, is characterized by restructuring measures that will shape the following financial years in particular. The annual report, which has been comprehensively redesigned in terms of content, structure and design, is intended as a forerunner of the Melitta Group's imminent strategic reorientation. It was therefore important not only to align the annual report with the general annual reporting standards, but above all to communicate more clearly what Melitta stands for and what distinguishes the Group.

In the years that followed, the transformation story was continuously recounted in the annual reports, but with different focuses. On the one hand, the consistent, varied graphic language allows for an individual examination of the specific content, while on the other hand it draws the reader directly into the stories, thus creating immediacy and closeness.


Melitta Zentralgesellschaft mbH & Co.KG, Minden


Food & Beverage, FMCG

ANNUAL REPORTS  2014 | 2015 | 2016


The central theme and title of the 2014 Annual Report, »Closer«, puts the concept of »proximity« at the centre of attention and sums up what has distinguished Melitta since it was founded 100 years ago: to always be very close with its products and services – to customers, to technical developments and social trends. In formal terms, the report builds a bridge between the familiar aspects of the brand and a future-oriented presentation. The reduced design of the title gives the report a progressive feel, quoting the well-known Melitta porcelain filter.

Melitta annual report 2014 inside
Melitta annual report 2014, Scribble
Melitta annual report 2014 inside detail
Melitta annual report 2014 inside
Melitta annual report 2014 inside

»Constant – Progress«

The guiding idea of the 2015 Annual Report is »Constant – Progress«. The company is constantly evolving in order to remain who they are and who they want to be. Central content of the Annual Report 2015 comes from the »Melitta 2020« strategy program. The focus, for example, is on the Melitta trend scouting and the Melitta innovation management. With Prof. Dr. Nikolaus Franke, Director of the Institute for Entrepreneurship and Innovation at the Vienna University of Economics and Business Administration, a leading international innovation researcher has been recruited as an external expert. For the Annual Report 2015, Prof. Franke discussed in a dialog with the ownersa of the Melitta Group the triggers and implementation of successful innovation processes in companies in general and at Melitta in particular.

Melitta annual report 2015 cover
Melitta annual report 2015 02
Melitta annual report 2015 layout illustration
Melitta Annual Report 2015, Production
Melitta Annual Report 2015, Mood
Melitta annual report 2015 inside

»Growing – Together«

The third annual report in the trilogy for 2016 focuses on further growth of the Melitta Group. Under the motto »Growing – Together«, the importance of community and teamwork for the success of the company is highlighted. In this context, a shared self-perception and shared values that have evolved culturally over years and decades play a paramount role. Topics such as responsibility, sustainability and long-term thinking form the basis for continuous and successful corporate development. The recruitment, integration and development of talented employees in the various corporate divisions and functions is an example of how an international family-owned company is constantly working on its successful orientation for the future.

Melitta annual report 2016 cover
Melitta Annual Report 2016, inside
Melitta Annual Report 2016, inside
Melitta Annual Report 2016, inside
Melitta Annual Report 2016, inside
Melitta annual report 2016 illustration

You have questions about this project or want to work on advancing your brand?

We look forward to your inquiry and will be happy to advise you on the phone or arrange a personal meeting.

Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.

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