After decades under Oracle's roof: a heritage brand finds itself.
After decades as part of the Oracle group, Anker is spun off. No more corporate umbrella, no more group identity. Lünstroth develops the value framework on which the brand can stand on its own again.
Until the 1970s, Anker was synonymous with cash register systems in German-speaking retail. Then came the group, then Oracle — and with them, decades during which the Anker brand operated under a powerful corporate umbrella. When the spin-off was decided, everything was suddenly missing: no standalone marketing function, no lived brand identity, no communication strategy. And a team left asking: who are we, really — without the group?
"We did not need to be reinvented. We needed to remember who we are."
Core message of the project
Our Approach
Lünstroth began not with the external brand presence, but inside. What are Anker's genuine strengths beyond the Oracle connection? What makes the company truly distinctive in competition? Through a structured process, brand values were developed that describe both the corporate identity and the product philosophy and employee convictions — distilled into a brand hexagon. In parallel, Lünstroth accompanied the first public appearance after the repositioning: the trade fair at which Anker debuted as an independent brand. A trade show concept with an invitation campaign, incentive mechanic and clear brand message.
The Result
After the spin-off, Anker returned to the market as an independent brand — with a value framework derived from the company itself rather than from its former corporate parent. The company remains one of the leading providers of POS systems in German-speaking food retail.
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