In an effort to redefine its strategy, the Rondo Doge Group has changed its brand to the RONDO Group.

In an effort to redefine its strategy, the Rondo Doge Group has changed its brand to the RONDO Group.

From now on, all companies in the RONDO Group will have RONDO in their company name. Even the Burgdorf, Switzerland, headquarters of the RONDO Group, which until now has used the traditional name of Seewer AG, has been renamed Rondo Burgdorf AG.

In 2007, the group began the process to redefine its strategy and brand.

“The special challenge was to develop new international positioning that fits in with the segment ‘sheeting and shaping dough,’” says Robert Rohrer, CEO of the RONDO Group. “With the new brand, we have managed to create an unmistakable international identity that perfectly embodies our values.”

According to the group, RONDO is the fusion of “ROndo aNd DOge” to create a new brand. RONDO reflects the company’s Italian and Swiss heritage and culture. Specifically, the group adds, it symbolizes the combination of Swiss precision with Italian creativity.

“Improving the dough process together with the customer…is our great passion,” says 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’s communication will focus on how to create a dough sheet unlike in the past, adds Jörg Sonnabend, manager of marketing services.

“We have concentrated fully on our solution skills, [namely] sheeting and shaping dough,” Sonnabend says. “We make a wide variety of pastries from dough sheets, thus introducing creativity and passion to the bakery.”

The group also has a new slogan called “Dough-how & more.” “Dough-how” is a combination of dough and know-how. RONDO added the “& more” to the slogan to reflect how the group of businesses expect to provide more benefits through greater service.

The first phase of the campaign begins in May. The name change and redesign of the old logo is being published at and in print media. In October, the new brand will be presented at the iba 2009 show in Düsseldorf, Germany.

“Our brand is to be carried by the values that are lived in the company,” Rohrer says. “We can hardly wait to see how our customers will react.”