Corporate design and industrial design for a new generation of cylindrical grinding machines

Challenge: repositioning a new machine generation in a critical market phase

Kellenberger, a Swiss pioneer in precision grinding machines and part of the Hardinge Group, was faced with the task of repositioning its next generation of machines in a critical market phase. Kellenberger chose to use design as a strategic lever for differentiation and market success, within an industry where design had traditionally played a minor role.

Under significant time pressure, the goal was to develop a new generation of cylindrical grinding machines that would make technological excellence visible, sharpen the brand, and at the same time reduce complexity for users, particularly with regard to cleaning and maintenance. 

Approach: corporate industrial design as a strategic lever

Milani developed a holistic corporate industrial design together with Kellenberger, from strategic product positioning to the detailed design of the machines.The starting point was a structured DNA analysis, from which the core brand values were derived: Swissness, precision, and quality. These were consistently translated into a clear, recognizable design language and applied across all product segments.

The goal was not only to visually organize the growing complexity of the machines, but to structurally reduce it. Distinctive design elements create orientation, make functions easier to understand, and at the same time help simplify engineering and production.

In addition, Milani developed a consistent product naming strategy that structures the portfolio and facilitates communication in sales. The new design language was also applied across key brand touchpoints such as brochures and trade fair appearances, reinforcing a cohesive brand presence.

Result: differentiation in the market and measurable business impact

The new design language was first presented at the Hannover Messe with the Kellenberger 1000 and immediately received strong attention. Milani succeeded in expressing Swissness and precision through a clear, confident design, creating a distinct contrast to a market often dominated by purely functional machines. At the same time, improved ergonomics made the machines noticeably easier to use.

Beyond perception, the design also had a structural impact. By reducing constructive complexity through smart design elements, Kellenberger was able to manufacture the machines more cost-effectively.

The business impact was immediate: in the first year, the new generation clearly exceeded sales targets. The design language was subsequently rolled out across the entire product portfolio and extended to other brands within the Hardinge Group.

More than a decade later, the design remains relevant and distinctive. It has given Kellenberger a strong, recognizable identity and demonstrates how industrial design can drive differentiation, usability, and tangible economic success.