Tectos

Industry

Automotive Engineering, Powertrain & Test Bench Solutions

Client

tectos GmbH

Project

Expansion

Services

Brand Strategy
Repositioning
Verbal Identity
Visual Identity
Website
Brand System

Year

2025

Background

tectos built its reputation in the automotive sector through precision engineering, powertrain development and deep expertise in NVH. But as mobility and mechanical innovation continue to evolve, the company is expanding beyond its automotive roots into motorsport, aerospace and agriculture — industries that share the same demand for precision, advanced testing and high-performance motion systems.
This shift created a clear brand challenge: tectos was no longer just an automotive engineering specialist. It was becoming a broader engineering partner for motion and performance across industries, propulsion systems and use cases — from combustion, hybrid and electric systems to alternative propulsion such as SAF, biofuels and hydrogen.

Background

Amore Loui is a premium food brand built around one of the most iconic products in the world: Neapolitan pizza. Designed as a modern, scalable concept, the brand operates across multiple touchpoints—from direct-to-consumer products and retail to physical experiences such as pizza events and hospitality formats.
The ambition was not to create just another pizza brand, but to build a category-defining lifestyle brand that merges product quality, cultural relevance, and a distinctive identity. In a highly saturated market, where most competitors compete on price, tradition, or locality, Amore Loui set out to create a new space—premium, playful, and deeply rooted in Italian food culture, yet designed for modern consumption contexts.


Challenge

The key challenge was to reposition tectos from an automotive-focused engineering company to a multi-industry engineering partner without losing the credibility it had built through years of technical excellence. The brand needed to carry its heritage forward while clearly signaling a broader future.

At the same time, tectos needed sharper strategic clarity around its market perception. The goal was to be seen as a bespoke engineering partner: a company capable of solving highly specific, high-performance challenges where off-the-shelf solutions fall short — while also making selected standardized components more accessible without weakening that positioning.

This required more than a visual refresh. tectos needed a clearer brand promise, a stronger verbal identity, a more distinctive and contemporary visual language, and a website structure capable of communicating both technical depth and cross-industry relevance.

Challenge

The central challenge was to build a brand that feels authentically Italian, while also being clearly differentiated from traditional pizzerias and mass-market frozen pizza brands. Amore Loui needed to operate across very different environments—e-commerce, retail shelves, events, and potential physical locations—requiring a highly flexible but consistent brand system. At the same time, the brand had to balance premium perception with accessibility, avoiding both clichés of Italian heritage branding and overly minimalist “startup food brands.” Another key challenge was creating a modular brand architecture, allowing for extensions such as product lines, event formats, and sub-brands (e.g. experiences, B2B offerings), without losing coherence.


Solution

We repositioned tectos around a broader and more future-ready role: a motion and performance engineering partner across industries. This strategic shift moved the brand from a narrow automotive framing toward a clearer platform built on engineering excellence for high-performance motion systems.
At the verbal level, we helped define a sharper brand promise with the new claim “Mastering Motion. Optimizing Performance.” The claim connects directly to tectos’ expertise in NVH and dynamic testing, while opening the brand to new sectors where these capabilities are equally relevant. Around this, we developed a more distinctive tone of voice rooted in the Creator archetype — combining innovation, precision, craftsmanship and problem-solving into a clearer and more ownable narrative.

We also sharpened the brand’s core propositions: cross-industry engineering expertise, modular and scalable test systems, data-driven performance optimization, and future-proofing for alternative propulsion systems. These pillars made it possible to communicate tectos not just as a supplier of components or test systems, but as a partner for solving complex engineering challenges in motion.
On the visual side, we evolved the identity rather than replacing it. The existing signet was retained as a strong and recognizable asset, while the typography was upgraded to Plus Jakarta Sans to bring more character, geometric clarity and a stronger sense of precision. The wordmark was optically rebalanced with the signet, and the logo system was simplified so that the brand mark stands on its own, with claims placed independently when appropriate.

The updated visual language was designed to feel more contemporary, technical and scalable across touchpoints. The deck extends this into color, social applications, proposal templates, business cards and hiring communication, creating a more coherent and professional brand presence.

Impact

Clearer market position

tectos is framed as a multi-industry motion and performance engineering partner rather than only an automotive specialist.

Stronger differentiation

The brand now expresses a more ownable position around bespoke engineering excellence and high-performance problem-solving.

More distinctive identity

The updated verbal and visual system creates a sharper, more contemporary presence while preserving the equity of the existing signet.

Better scalability

The new structure supports growth across industries, offerings, hiring and digital communication.

Credits

Thiemo Gillissen
Raphael Copony
Annalena Bibo
Ralph König