From July 1, Kulzer packaging will feature the new logo and company name. Nothing else is changing – dentists and dental technicians will continue to receive the same trusted products.
Hanau/ 11.07.2017. It is official: With the publication of the commercial register entry, the dental manufacturer Heraeus Kulzer will from now on operate under the new name of Kulzer. The Japanese Mitsui Chemicals Group took over the dental division from Heraeus four years ago. By changing its name, the company now is completely separated from its previous owner and will target new growth. Nothing will change for the customers; Kulzer remains the same reliable partner for all dental professionals.
“We want to expand our top position and grow in the dental market – together with our customers”, says Akira Misawa, Chief Executive Officer. “With investments in product development and services we are able to support our customers with intertwining materials and solutions.” For this purpose, the dental manufacturer expands the development and service teams: 180 analog and digital specialists are being recruited worldwide. This helps Kulzer to support its customers to increase profit, efficiency and productivity in their dental offices and laboratories.
Along with the name change, Kulzer’s corporate design has had a refresh. At its heart is the logo, which underlines the company’s message with a strong word mark. “The tooth icon, with its youthful, green color, now clearly signify our self-conception: giving a hand to oral health,” says Jens Bewersdorff, Head of Corporate Marketing.
Around 35,000 products to get new packaging
Over the coming months, the new logo will gradually be rolled out across all product packaging. The transitional phase from the existing packaging to the new one will take months – after all, Kulzer’s entire portfolio features around 35,000 products. At the moment, it is estimated that around 2,000 types of packaging can be found in Germany’s dental offices, labs, and dealers. Due to that high number, packaging will be supplied in both the new and old design while the transition period is in full progress. Preparations for the transition have already been underway for more than two years. “But dental technicians and dentists don’t have any need to worry. They will still be able to recognize Kulzer favorites like Venus®, PALA® and Cara® in future,” continues Bewersdorff. “The logo may be new, but the packaging will retain its familiar look and feel.”
Integrated solutions to restore patients oral health
With its new name, Kulzer is positioning itself as a partner for integrated system-based solutions. With a larger R&D department, the company is developing on innovations that combine materials, technologies, software and services. “Every year we introduce sophisticated, tried-and-tested as well as sustainable solutions to the market which enable our customer restore oral health and improve quality of life for patients,” says Norbert Weber, Head of Global Product Management. “Our services and our team of expert advisors – who can be available on site to quickly resolve problems – are just as important. ‘This is us. This is Kulzer!’ means our products guarantee long-term satisfaction for users, and therefore the happiness of their patients.”
