In a significant leap towards enhancing operational capabilities and reinforcing its brand identity, Aluminium Duffel proudly announces the launch of its new logo alongside the commissioning of a state-of-the-art milling installation.
This dual initiative not only marks a strategic investment but also signifies the company’s commitment to sustainability and innovation in the aluminium industry.
New Milling Installation: A €26 Million Investment
Aluminium Duffel’s newly inaugurated milling installation represents an impressive investment of €26 million and is set to revolutionize its production processes. With a substantial capacity of 400,000 tonnes of aluminium per year, this facility enhances the company’s ability to provide high-quality, precision-engineered products essential for various sectors, particularly automotive. 
The milling installation plays a crucial role in the aluminium production chain by ensuring that the top and bottom surfaces of aluminium rolling blocks are cleaned and prepared for the rolling process. Previously, slabs were milled at a sister company in Koblenz. The ability to carry out this process in-house not only enhances efficiency but also grants Aluminium Duffel greater independence and control over its manufacturing cycle.
“Our widest slabs, which are essential for our customers in the automotive sector, are now milled in-house, granting us more independence. Thanks to the high-tech properties of the installation, we can execute the milling process more sustainably, aligning with our environmental goals,” stated Koen Libbrecht, General Manager at Aluminium Duffel. “This investment is a definitive step towards a sustainable future for our company, our people, and our environment.”
Construction of the new 2,500 square meter production hall commenced in December 2022, followed by the milling installation, which took approximately a year to complete. A milestone moment occurred on September 25, when the first slab was milled on the new installation, witnessed by prominent figures including Duffel’s major Sofie Joosen, Bart Steukers (CEO Agoria), Paul Voss (European Aluminium Association), and the entire management team.
Introducing a New Brand Identity: “Mind Over Metal”
Complementing the launch of the milling installation is Aluminium Duffel’s newly designed logo, shaped like a heraldic shield. This fresh branding reflects the company’s core values: Change & Courage, People & Power, and Excellence & Teamwork. Accompanying the logo is the newly introduced tagline: “mind over metal,” which encapsulates the organisation’s ethos. This phrase signifies a commitment to producing aluminium with a clear purpose and intention.
“The new brand identity and logo are promises to our customers and stakeholders, as well as a tribute to our extraordinary team. Each employee is a hero who contributes to our success and future every day,” Libbrecht emphasized. “In recent years, we have navigated numerous acquisitions and successfully weathered the challenges posed by the energy crisis. Honoring our team’s resilience and dedication with a strong symbol is more than appropriate.”
Through the launch of its new milling installation and brand identity, Aluminium Duffel not only solidifies its position in the aluminium market but also reaffirms its unwavering commitment to sustainable and purposeful production. As the company charts its future, it is evident that Aluminium Duffel is dedicated to both innovation and the well-being of the environment, its employees, and its customers.
Source:Aluminium Duffel with additional information added by GlassBalkan
