“The three awards won during the German Brand Award confirms our successful brand management, which sees us take innovative approaches again and again”, says Marc-Sven Mengis, CEO at fischer. “Our strong brand is one of our key assets”. The fischer DuoLine plugs wowed the international brand and marketing competition with its award-winning product design. The fixing expert received two further awards for its brand relaunch and content strategy.

Anyone who believed that the plug could not be improved any further was proved wrong by fischer with the 2015 introduction of the two-component DuoPower plug. The DuoLine family, which won the gold award at the German Brand Award, now consists of four plugs with an outstanding technical and optical design like no other in the fastening world. The distinctive interaction of red and grey was registered as a brand colour with the German Patent and Trade Mark Office. “With their unique design, our DuoLine plugs are true fischer brand ambassadors in marketing communication, at points of sale and in user applications”, says Volker Amman, Division Manager International Marketing at fischer. Rainer Fischer, Head of the Plastics Business Unit at fischer, adds: “Its design simultaneously expresses the multicomponent technology aspect of our DuoLine plugs. The intelligent combination of materials provides added function, performance, convenience and ease of installation. It’s also ideal in terms of durability and safety”. 
 
The jury justified the gold award for fischer's DuoLine in the ‘Excellence in Brand Strategy and Creation – Brand Design – Product Design’ category with a highly positive professional assessment. “With its innovative DuoLine range of plugs, fischer has impressively demonstrated how a product that is already renowned can be improved even further”, the positive evaluation states. The distinctive bi-colour design was praised in particular, stating that fischer achieved a design icon that perfectly embodies fischer’s brand values and carries them into the world millions of times over. “The way the striking product design masterfully combines engineering performance and brand strategy is fantastic”, the jury said in summary of the advantages. 

The fixing specialist was also presented with two winner titles in the ‘Excellence in Brand Strategy and Creation’ competition. The titles honoured the successful brand relaunch with which fischer determined its positioning using a new brand management model, the fischer brand wheel. The fixing expert based its corporate design update on the wheel, reinforced its brand and created a consistent global customer experience. The jury honoured fischer’s successful content strategy with an additional winner title. The strategy allowed fischer to establish itself as the first point of contact across all online and offline communication and sales channels for any questions concerning fastening products and how to use them. 

An independent panel of experts assesses unique brands and the companies behind them each year during the German Brand Award. The award was initiated by the German Design Council, an independent and international institution that promotes the public perception of design. The award is presented by the German Brand Institute. In 2021 there were 1,134 submissions from 17 countries, among which fischer emerged as the winner in three categories. Only a total of 59 projects and brands were awarded gold alongside the fischer DuoLine. 

fischer previously won five awards at the German Brand Award in 2020, including gold for the Social Media category, and has now continued on its successful course.