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As early as 2007, RONDO began an intensive process to redefine its strategy and the company's brand.
"The special challenge was to develop new international positioning that fitted in with the segment ‘sheeting and shaping dough'. It also has to clearly differentiate us from our competitors, and we have to be able to use it internationally," explains Robert Rohrer, chief executive officer of the RONDO Group.
"With the new brand, we have managed to create an unmistakable international identity that perfectly embodies our values," says Rohrer.
"The two words of our existing brand ‘Rondo Doge' are merging to create the new, strong RONDO brand."
This is the result of a comprehensive strategy and branding process at the Swiss-Italian manufacturer of bakery machines and systems.
Building on international understanding of brands, RONDO presents its new identity, where dough sheets play the leading role.
The new brand manifests itself not only in the identity of the company, but also in the new names of the individual companies worldwide.
The Rondo Doge Group now becomes the RONDO Group. From now on, all companies in the RONDO Group will have RONDO as their company name.
The headquarters of the RONDO Group, which until now has used the traditional name of Seewer AG, has now been renamed Rondo Burgdorf AG.
RONDO is the fusion of ROndo aNd DOge to create a new and strong brand. RONDO stands for the company's Italian culture, the Italianità, and our Swiss culture, the Swissness, for the successful combination of Swiss precision with Italian creativity.
"Improving the dough process together with the customer, enhancing the benefits - that is our great passion," remarks Claude Jutzeler, manager of RONDO Schio.
"RONDO therefore stands for maximum performance in sheeting and shaping dough, from artisanal bakeries all the way to industrial production."
From a visual perspective, the new brand communication focuses on what is essential: a dough sheet shaped in a manner that has never been seen before.
"We have concentrated fully on our solution skills: sheeting and shaping dough. We make a wide variety of pastries from dough sheets, thus introducing creativity and passion to the bakery," says Jörg Sonnabend, manager of marketing services, in explaining the emotional component of the brand communication.
The new slogan ‘Dough-how & more' is derived directly from the strategic alignment of RONDO.
‘Dough-how' is a word the company has created from the words dough and know-how. The expression stands for all the expertise and decades of experience in sheeting and shaping dough, perfectly symbolising the unique combination of knowledge and experience in dough and technology that characterises RONDO.
With ‘& more', RONDO takes a deliberate and targeted approach to the challenge of doing ‘more' for customers.
For example, providing more benefits through more services and customer care.
Creating more security through more reliability. Using a proactive approach to ensure greater efficiency. With this claim, RONDO is deliberately facing up to the high demands and expectations of its customers.
The first phase of the name-change campaign began in May. The name change and redesign of the old Rlogo to create the new RONDO logo featured on the internet (www.rondo-online.com) and in print media.
In October, the new brand communication will be presented and celebrated at the renowned exhibition IBA in Germany.
"Our brand is to be carried by the values that are lived in the company. We can hardly wait to see how our customers will react," says Rohrer.
The Swiss-Italian company has been a leading expert in bakery machines and systems for more than 60 years.
RONDO is known worldwide for its wide range of machines and lines for booking and laminating, for the production of pastries, bread and rolls, special bread, croissants, pizzas, donuts, thin dough products, and a great deal more.
In the 1948, Gustav A Seewer founded the engineering workshop in Burgdorf, precursor of Seewer AG, the headquarters of today's RONDO Group.
Under the brand name of Seewer Rondo, the company manufactured machines for artisanal and semi-industrial bakeries.
In 1997, Seewer AG purchased the company Doge Food Processing in Schio near Vicenza, which was specialised in industrial production facilities and systems.
At the same time, the Rondo Doge brand was introduced.
But now, in 2009, it's RONDO.
And RONDO, with its headquarters in Burgdorf, Switzerland, is also represented in Italy, Germany, France, the United Kingdom, Canada, the United States, Russia, Malaysia, China and Spain. The global company has employees and representatives located all around the world.

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