Transforming a hidden giant into a design-driven champion.
Design as integral part of the corporate strategy
GEA Group is a leading global technology company specializing in process solutions for the food, beverage, and pharmaceutical industries. With a strong focus on innovation, sustainability and value, GEA is placing the design of its machines at the heart of its overarching corporate strategy, “Mission 30.” Together with TEAMS, a completely new design strategy has been developed that brings lasting change and clear Impact.
"We embraced this challenge, working closely with our Partner, TEAMS and our Divisions, to create a cohesive design language that brings our purpose and brand story to life through the products themselves."
Jill Meiburg,
Head of Group Communications & Brand, GEA Group
Awarded
German Design Award
Corporate Design
Strategic Design: Starting with a white canvas, coming up with excellence.
A truly strategic approach begins with the most fundamental question of all: “Why?”
Why does GEA exist? Why is our work meaningful? And what role will we play in shaping the future?
These pivotal questions laid the foundation for our global strategy — and we answered them with clarity and vision. Starting from a strong brand and a blank canvas, we reimagined what GEA could be.
Through in‑depth market analyses, trend forecasting, product evaluations, and close collaboration across all disciplines — brand, engineering, marketing, sales, service, and, most importantly, our customers — we forged a new product identity. One that embodies innovation, progressiveness, timelessness, and precision: GEA Kinetic Edge Design.
"At GEA, we believe that product design goes beyond aesthetics – it enhances functionality, user experience, and strengthens our brand identity. A consistent design makes our products easily recognizable and distinct from competitors. Moreover, thoughtfully designed products not only meet customer needs but also create a lasting impression, reinforcing our unwavering commitment to quality and innovation."
Winfried Recker,
Vice President Brand Stewardship,
GEA Group
Bringing design to the road: value, consistent in every aspect.
To bring this vision to life — successfully and efficiently — we supported GEA in establishing clear processes and developing a design framework that addresses everything: from the overarching vision to the tiniest detail.
Every single machine embodies this strategy. Each is meticulously crafted, with the vision as the guiding star, the user at the center, and engineering precision in every detail.
"A successful strategy creates clarity, pushes the limits of what is possible, and is holistically conceived: from the big idea to the smallest detail."
Felix Cordes, Director Strategic Design, TEAMS Stuttgart
A new strategy for decades.
The strategic vision is not just an assessment of the present, but defines tomorrow and the distant future.
The entire product portfolio is focused on long-term ambitions and takes a position that will remain for decades.
Awarded collaboration: Value by Design
We were honored with the GEA Supplier Award 2025 in the "Value Creation" category for our strong and close collaboration. This demonstrates that strategic design brings real added value.
Given the complexity, diverse product portfolio, and clear strategic vision, every GEA innovation and strategy project is always an eye-opener for me. At TEAMS, we have gained a strong, long-term partner in GEA.
Felix Cordes, Director Strategic Design, TEAMS Stuttgart
