New design and even more performance - VARTA renews its brand presence

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Innovation and performance go hand in hand at VARTA. The innovation driver in the battery industry is presenting itself with a new brand identity that ensures even greater visibility at the point of sale and underscores the brand’s position in the market. VARTA AG had already unveiled the new logo in conjunction with a new brand identity in February. In a second step, all VARTA household batteries, flashlights and power banks are now receiving a fundamentally new design. The rebranding is accompanied by a communication campaign under the title “Imagine more.”

The driving force behind VARTA’s success story, which continues to this day, was and is VARTA’s awareness of its ability to actively shape the future as an innovation driver in its industry. The company stands for quality “made in Germany” and has done so for over 130 years. With products such as household batteries in nearly all sizes and variants, rechargeable batteries, power banks and lamps, the energy expert from Ellwangen offers products for every situation in modern daily life. VARTA’s pursuit of perfection has led to constant further development, especially in the area of household batteries, which customers around the globe have relied on for many decades. With this year’s major relaunch, VARTA reaffirms its role as an innovation driver and makes this clear not only in its communication and its new sustainable packaging and product design, but also in increased product performance.

More performance

VARTA’s high-performance household batteries cover a wide range of applications and are truly indispensable for every household. Performance is the key to success here. With the new LONGLIFE series, the popular sizes AA and AAA LONGLIFE Max Power batteries now offer five percent more power and LONGLIFE Power batteries provide six percent more power. VARTA thus manufactures the most powerful AAA alkaline batteries in Europe in the respective price category.
VARTA’s rechargeable batteries in sizes AA and AAA have likewise undergone significant performance improvements, which are evident in steep increases in the number of charging cycles. The RECHARGE ACCU AA with 2,600 mAh now achieves up to 33 percent more charging cycles and the RECHARGE ACCU AAA with 1,000 mAh achieves up to 66 percent more cycles than its immediate predecessor. The performance of the CR2016, CR2025 and CR2032 button cells has likewise been enhanced, thus making these premium button cells another highlight in VARTA’s product assortment.

Visually, VARTA’s batteries and rechargeable batteries are distinguished by a new and innovative design. For the first time, VARTA’s trademark – the familiar “beam” of the VARTA logo – adorns the upper third of all cells in a 360-degree design, while the lower portion of the cells is dominated by the respective power class, the iconic VARTA lettering and the characteristic color scheme, which depends on the specific model. For example, the RECHARGE ACCU products are identified by a green color scheme, which signals to consumers that these products can be recharged and are accordingly reusable and sustainable. The packaging design of the associated VARTA chargers, as well as the power banks and flashlights, will likewise be updated to conform to the new design concept. The new appearance and stronger brand iconography of the products and packaging guarantees an even higher recognition value, thus making it easier for retail consumers to choose the right product at the point of sale.

More sustainability

Equally as important as the pursuit of improved performance, VARTA remains firmly committed to significantly reducing its environmental footprint. For this reason, the battery packaging has been redesigned to make it more sustainable. Many of the new blister packs are made of 100 percent recyclable cardboard, saving 94 tons of plastic per year in the production. The packaging of VARTA Power Banks has also been converted to plastic-free. Similar conversions in other product segments are currently in the planning stages.

In addition to the new material, each package for batteries and rechargeable batteries now has a clever opening mechanism that can be reclosed after a battery has been removed, thus preventing batteries or rechargeable batteries from accidentally coming out of the package. Spent batteries can be reinserted into the packaging after use for convenient disposal at recycling points. With the new packaging design, VARTA not only provides consumers with an improved user experience and encourages sustainable behavior, but simultaneously offers retailers an improved presence at the point of sale that significantly minimizes the retailers’ environmental footprint.

More visibility

The new sales displays also guarantee even greater visibility. The displays not only harmonize with the new packaging design, but are also equipped with crowners that communicate the new corporate orientation via an expressive visual language and customer approach. A broad-based, Europe-wide communication campaign accompanies the relaunch. “Imagine more” emphasizes VARTA’s role as innovation driver and is simultaneously intended to inspire consumers around the world to shape their own lives actively and independently. The omni-channel campaign will be communicated via out-of-home, media ads, social media (ads), videos, influencer marketing and other channels. Consumers can also learn more about the brand’s product portfolio by visiting VARTA’s newly designed website.

The new brand identity, sustainable product and packaging design, enhanced performance and the broad-based communication campaign underscore VARTA’s importance as an innovation driver in its industry. Motivated by the pursuit of perfection, by unlimited curiosity and by the will to make an active contribution toward preserving the planet for many generations to come, VARTA remains true to its promise of quality.

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News & Presse

VARTA-Platz 1
73479 Ellwangen

Phone: +49 (7961) 921 – 0


VARTA AG produces and markets a comprehensive battery portfolio ranging from micro batteries, household batteries, energy storage systems to customised battery solutions for a variety of applications and sets the industry standards as a technology leader in key areas. As the parent company of the Group, it is divided into the segments "Micro Batteries", "Lithium-Ion CoinPower", "Consumer Batteries", "Energy Storage Systems" and "Other".
The "Micro Batteries" segment includes micro and hearing aid batteries, "Lithium-Ion CoinPower" small-format lithium-ion round cells for OEM applications. "Consumer Batteries" represents the business with household batteries, rechargeable batteries, chargers, portable power (power banks) and lights. “Energy Storage Systems" includes energy storage solutions for primarily private, but also for commercial applications. The "Other" segment includes the "Lithium-Ion Battery Packs" and "Lithium-Ion Large Cells" business units (high-performance lithium-ion round cells for industrial applications in the automotive and non-automotive sectors).
Through intensive research and development, VARTA sets global standards in many areas of lithium-ion technology and in micro batteries, making it a recognised innovation leader in the important growth markets of lithium-ion technology and in primary hearing aid batteries. The VARTA AG Group currently employs around 4,200 people. With five production and manufacturing facilities in Europe and Asia as well as distribution centres in Asia, Europe and the USA, VARTA AG's operating subsidiaries are currently active in over 100 countries worldwide.