Minivalve - Valve supply made easy

Underneath sits a more fundamental tension. Minivalve historically grows from custom work and engineering excellence, while in practice the company has offered a very broad, directly available range for years. That scale, availability and simplicity are underused in the market story and not always defined internally as a core strength. As a result, customers still see Minivalve mainly as a specialist for complex exceptions, rather than the logical first choice.

The core insight is that Minivalve does not have to choose between expertise and simplicity. The combination is the differentiator. Customers are not looking for the most advanced valve. They are looking for certainty: the right valve, available fast, without friction, and reliably available long term. Minivalve’s real value is removing complexity from the decision process of engineers and buyers.

From that insight, we make a clear strategic choice. Minivalve positions itself as the world’s one stop shop for minivalves. Not as a premium niche brand, but as an accessible standard. The focus shifts from we design valves to we make sure you always get the right valve. Engineering remains essential, but explicitly serves simplicity, speed and reliability.

This choice is captured in the organising idea Valve supply made easy. It becomes the guiding principle for strategy, communication and design. It shapes how Minivalve speaks, what it prioritises, and how the brand behaves in customer contact. Not by emphasising complexity, but by showing how it becomes simple through preparation and expertise.

We sharpen the brand foundation first. Positioning, brand story and personality are captured in a compact brand narrative that provides internal direction. From there we develop a new visual identity that deliberately moves away from classic industrial aesthetics. Form, colour and typography combine technical reliability with accessibility and humanity, making the brand recognisable and approachable.

In parallel, we redesign the digital experience. The website becomes a practical starting point for engineers and buyers, focused on overview, clarity and speed. Structure, navigation and tone of voice support the idea that Minivalve helps you choose and removes uncertainty. The identity is translated consistently to digital and physical applications such as documentation, trade show materials and presentations.

Embedding sits in the organisation itself. The brand book is not only a design guide, but a decision framework for teams. People use the brand idea to make choices in communication, prioritisation and customer interaction. The brand becomes a working principle, not a façade or a campaign.

The result is one clear story internally and externally. Customers understand faster what Minivalve stands for and when it is the right partner. Internally, focus and consistency increase. The brand actively supports the strategic shift from niche specialist to the obvious one stop shop for minivalves.

Commissioned by:
• VIM Group

In collaboration with:
• Remy Lammers, Clutch