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What's in a name? Quite a lot, apparently

NZTE’s Better By Design programme has produced some outstanding results when it comes to transforming businesses. Engineering company Milmeq, formerly known as Realcold Milmech group, is one of the more recent benefactors of the programme, undergoing a complete visual identity and name change.

As part of the programme, the company, which specialises in the manufacture of food processing systems for the international market, was put in touch with Dow Design who began work on the company’s brand identity. 

Dow Design strategic development director Andy Jaquet says the Realcold Milmech group had lost brand consistency over a period of ten years. 

“A confused brand identity was restricting company development. We needed to distill down its various business operations and understand the company as a whole so that we could tell its brand story in a clear and compelling way and release the handbrake for change,” says Jaquet. 

So, what’s in a name? Quite a lot apparently, particularly when it comes to letters within a name. According to Dow, the ‘Q’ is a specific and “subtle” scientific reference to the company’s focus on thermodynamics and heat energy transfer.  

In describing the logo further, Dow says:

“The logo, in modern curved, lower case letters embodies Milmeq’s friendly, yet innovative approach while ‘cross hatch’ marks represent the company’s focus on the highest standards of engineering. The colours running across the wider ‘flowing mesh’ branding, represent the transition from hot to cold which is core to Milmeq’s business.” 

New icons were also developed to differentiate between the company’s four key areas of expertise: primary food processing, materials handling, chilling and freezing and system care. 

Dow's senior creative Will Fletcher says the inspiration for the new look came from the innovative bespoke engineering solutions that Milmeq offers.


“It sets Milmeq apart from competitors and was an important element for us to leverage. As innovation engineers, Milmeq’s aim is to create relevant and sustainable engineering so we also created the strap line ‘Engineering for the Future’, to be used wherever possible with the logo.”   

The new branding will be displayed on all of Milmeq’s collateral and touch points with the brand, including the company website, vehicles, signage, merchandise and stationery.