GUTH South Africa a leading supplier of equipment to the food and beverage market for both small and large operators in South Africa. After the takeover of the NDE in the year 2000. GUTH South Africa refocused the company under new management to supply a range of high quality products and services to the South African and African market.
GUTH South Africa uses hygienic grade stainless steel material with full traceability to ensure compliancy and long life expectancy. GUTH South Africa is currently the largest stockist and supplier of hygienic equipment with a strong team of employees in four strategically placed branches; Johannesburg, Cape Town, Port Elizabeth and Pinetown, comprising of engineers, sales, workshop, stores and administration personnel, GUTH services its customers’ needs over the whole range of requirements from the standard stainless steel tube and fittings to the customized state-of-the-art processing plant.
I was called in to differentiate their division from the German division in Europe to retain the general look but give an indication that they were based in Africa.
This was a six month process looking at every piece of communication from the invoicing, through to sales. A big part of process was to consolidate over 1600 pages of sales brochures and manuals, making them look as if they were all from the same place.
The product user manuals and sales brochures had inconsistencies in their visual language. Warnings and important information differed from one manual to the other. The English was directly translated from German, which made certain informational wording hard to understand.
I had translations done, created a new visual language and worked on new iconography across the board.