Changes part of strategy to further strengthen brand and consolidate its position in all markets
CASE Construction Equipment have renewed the styling and livery on their products as part of a strategy to further strengthen the CASE brand and consolidate its position in all markets.
Key steps in this strategy include new agreements with Sumitomo and Hyundai Heavy Industries, and the redevelopment and rebranding of the company’s San Mauro and Lecce plants to create the CASE European Excavator and Wheeled Equipment Hubs.
The new styling and livery, which were developed in collaboration with CNH Industrial’s Design Centre, include 2D decal lettering using the same font as the brand logo for consistency, plus the use of a reflective white colour to increase the brand’s visibility on the machines and make the brand name and model number much easier to read from a distance.
In addition, the new Power Abe metallic badge will be prominently displayed on every machine, celebrating the CASE brand’s heritage and looking to the future, while the new dark grey colour on the lower part of the company’s machines is designed to confer a greater sense of solidity and strength.
Careful attention has also been devoted to the machines’ interiors, which have been renewed to create a styling specific to CASE that is shared by all models – from the common seat design to the dashboard and interior colours.
David Wilkie, director of the CNH Industrial Design Centre, explained: ‘Our aim with this project was, on the exterior, to create a design language that reflects solidity and precision, while giving a look specific to the CASE brand that reflects its history and its values and that is common to all models.
‘On the interior design, our aim was to use our experience to improve the comfort and quality of life on board by the use of specially developed seat trim and materials. While the interior trim colours have been modernized to give a contemporary feel, we wanted to create a strong family feeling across the product line-up.