FUCHS LUBRITECH relaunches CASSIDA brand
FUCHS LUBRITECH, the expert for special application lubricants within FUCHS group, presents a new logo and corporate design.
CASSIDA FM renaming
As a consequence of the Brand Relaunch project, we have stopped using the former CASSIDA logo. This has in turn lead to the necessity of name changes for our FM product range. As you know, these FM products form an important part of our CASSIDA food grade lubricants portfolio and this has been documented and visualized by the formerly used CASSIDA logo.
Now that this logo is no longer existing, we had to formally add the brand name CASSIDA also to the product names of the FM range. This means that as of now, all formerly known FM products will bear the corresponding CASSIDA FM name, e.g. FM GEAR OIL 220 will become CASSIDA FM GEAR OIL 220.
By doing so, we will make sure that the FM products are not been missed out in any brochures, listings and other documentation and that customers will still be able to identify them as part of the CASSIDA portfolio.
At the same time, the formerly known differentiation between fully synthetic CASSIDA products and semi-synthetic or white-oil based CASSIDA FM products will continue to exist as the letters "FM" will continue to be part of the name of the white-oil based products.
There is just one exception to this rule, which is CASSIDA COOLANT. This product was formerly known as FM COOLANT, but in fact in the past this name was kind of misleading as all ingredients were already fully synthetic since the beginning. That is why we have decided to skip the "FM" letters in this single case.
Please note that we have communicated this name change with NSF as well as with our KOSHER and HALAL certification bodies. We have agreed with them that this switch over will be a process of several months to be completed. This is also due to the fact that there will of course be stock of products carrying old labels as well as new ones. As long as the product in question is still within shelf life, this is absolutely OK with regard to all existing food safety certificates. As soon as NSF has processed the label and name change request for our CASSIDA products, they will update the corresponding White Book listings as well as the listings of ISO 21469 certified products.
We have meanwhile updated all CASSIDA specific documents and we will change the concerned product names in our website within short. All our local FUCHS partners who are running their own local FUCHS websites will be informed separately by our Marketing department in order to adjust their websites accordingly.
New label and packaging design
For more than 40 years, FUCHS LUBRITECH is part of the FUCHS Group – the world’s leading independent lubricant supplier. Within the Group, FUCHS LUBRITECH is the expert for special application lubricants. To show both, the affiliation to the FUCHS Group as well as our focus on highly specialized applications, we introduced a new company logo as well as a new corporate design at the end of last year.
As part of the brand relaunch of FUCHS LUBRITECH, the appearance of CASSIDA has also changed. As you may have already noticed, all our communication materials have been updated. Recently, we have also started delivering products with new labels. This transformation will be a continuous process. Please note that there will be a period of time in which CASSIDA products will be delivered in both the new and the previous layout.
Our new branding is purely visual and does not affect any further aspects of our previous business relations. For the future, you can continue to rely on our comprehensive range of services and highest level of product quality for all our lubricants. The previous color coding of all CASSIDA aerosols and cartridges will also remain.