Mintex breaks with tradition on new branding

TMD Friction has unveiled a new face for its iconic Mintex brand, building on the rich heritage of the Mintex name with a global roll out of new brand identity, packaging and advertising.

The clever strapline ‘Braking With Tradition’ plays on words to reflect the company’s fundamental commitment to safer braking whilst alluding to a programme of continuous product development that safely stops the cars of millions of families across the world.

Visually, the brand retains its strong red and white colour-ways but actually reverts to a type-face which is far truer to its early 20th century origins. The clean, strong and true vertical block type that will be adopted from this Autumn reinforces the brand values of Mintex.

The new logo and strapline will feature consistently across packaging, advertising and all marketing communication devices. The new packaging will be adopted immediately for brake pads – shortly after for the other product groups – and also includes QR codes.