Giesen Roasting Solutions logo.
Dutch coffee roasting equipment maker Giesen just introduced a comprehensive rebranding, led by a name change from Giesen Coffee Roasters to Giesen Roasting Solutions.
The Ulft, Netherlands-based company said the new name is intended to reflect Giesen’s evolution as a globally focused manufacturer, as it offers a range of equipment solutions and software beyond its traditional drum roasters.
The rebranding is supported by an all-new Giesen website, which includes new product pages, new brand assets and sections for support and spare parts.
“At the heart of Giesen Roasting Solutions lies a deep commitment to our brand values — Dutch design and craftsmanship,” the company said in an announcement of the rebranding. “These principles have guided our journey from the very beginning and continue to shape everything we do.”
A new Giesen “G” logo references the signature form of Giesen’s traditional commercial drum roasters, which feature a curved four-sided hopper above the arch of the drum casing.
After launching as a metal shop more than 30 years ago, Giesen shifted full-time into roaster manufacturing in 2006. While the company continues to turn out popular core models like the 6-kilo-capacity W6 and 15-kilo W15, recent years have also seen Giesen expand into additional industrial-scale equipment, electric-heat solutions, and custom roasting software.
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