BME
Going beyond mining.
BME is a leading provider of sustainable blasting and metallurgical solutions within the mining industry. As part of the Omnia Group, BME aligns with a shared mission to innovate technologies that reduce environmental impact while delivering exceptional value. With a focus on safety, efficiency, and sustainability, BME is transforming mining practices to create a greener future.
Transforming challenges into sustainable solutions
The mining industry faces increasing pressure to balance operational efficiency with environmental responsibility. BME recognised the need to evolve its brand to reflect its pioneering role in advancing sustainable mining practices. The challenge was multi-faceted, involving the modernisation of the brand identity to communicate innovation, sustainability, and trust. It also required ensuring alignment with Omnia Group’s overarching purpose while emphasising BME’s unique contributions to the mining value chain. Additionally, the visual representation of BME’s expertise needed to be simplified and unified to clearly showcase its strengths in below-the-surface mining, above-ground operations, and innovation.
Connecting the value chain
KRAFT designsmiths® adopted a strategic and collaborative approach to repositioning BME as a forward-thinking leader in sustainable mining. The process began with an in-depth workshop to explore BME’s vision, values, and unique contributions. From this, the creative direction was shaped by three primary insights. First, the alignment of BME’s purpose with the Omnia Group’s mission was highlighted, emphasising its commitment to greener mining practices. Building on BME’s rich heritage and the strong brand equity established over the years, we refined the essence of the original logo to create a visually simple yet impactful design. By simplifying and aligning the logo with the powerful concept of above-ground and below-surface operations, as well as pushing the boundaries of innovation, we honoured the brand’s legacy while propelling it forward with a modern, strategic focus on growth and sustainability.
"Thank you to the team for assisting us with this project. The new brand is truly a favourite with staff and the new colours make it so easy for our designer to apply on required designs."
Lollitta Pitso - Head of Marketing and Communications at BME
Crafting a future-focused brand identity
KRAFT delivered a comprehensive brand evolution package designed to capture BME’s innovative spirit and sustainable ethos. This included a refreshed logo that encapsulates BME’s strengths and forward-thinking vision, alongside a clearly articulated brand purpose and value proposition rooted in sustainability and innovation. The package also featured messaging and visual assets to position BME as a trusted advisor in the mining industry. The outcome is a cohesive, modern brand identity that resonates with stakeholders and reinforces BME’s leadership in revolutionising mining practices.
The rebrand has sharpened BME’s alignment with Omnia Group’s sustainability mission, unveiling a modern identity that radiates trust, innovation, and expertise. It solidifies BME’s position as a full value-chain mining solutions leader, elevating its industry reputation.
The brand evolution equips BME to thrive in a dynamic industry, fostering partnerships, driving sustainable innovation, and creating lasting impact. With a future-focused identity, BME is ready to pioneer new opportunities in responsible mining.
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