SUCCESVERHAAL

How we rebuilt Henkelman's brand and its entire digital structure

Client

Henkelman

Expertise

Websites

Data & dashboarding

Industry

B2B

Last update

30 October 2026

Henkelman, a specialist in vacuum packaging machines, plays an important role in the food chain. Their machines, ranging from compact models for local businesses to industrial solutions for factories, make food more sustainable by extending its shelf life.

Henkelman faced the challenge of sharpening its brand positioning and transforming its digital presence. Partout teamed up with Henkelman to completely renew both the corporate website and the dealer portal, and to optimise the digital customer journey.

Challenge

Henkelman wanted more than just a visual upgrade. The goal was to make their complex product range easy to understand while positioning their brand clearly. They also needed a scalable digital system for both customers and dealers, with a strong focus on SEO and conversion optimisation.

The existing website and dealer portal had to work together seamlessly to improve the customer journey. Henkelman was looking for a solution that made their extensive range of models and variants easy to manage and to present.

Our approach

1. A complete rebuild of the website

The corporate site was redesigned from the ground up and built in Drupal. Product pages now show model variants that can be configured in real time, with specific images loaded from a central DAM system. The website is optimised for SEO, with the aim of generating more traffic and more conversions in the form of quote requests.

2. A renewed dealer portal

We created a user-friendly platform where dealers can find all the information they need, including technical manuals and repair instructions. The portal supports dealers in their processes, from quote requests to service.

3. Refining the brand

Together with Henkelman's brand manager, we sharpened their brand story and chose a fitting archetype. This was translated visually into, among other things, a 3D render of the wave motion on the homepage and a product video for the Aura, which is used at trade fairs and on social media.

Results

More visitors and conversions

Thanks to an SEO-optimised website and an improved structure, Henkelman attracts more visitors, resulting in an increase in quote requests.

One central source for media

By using a DAM system, Henkelman can easily manage thousands of product images without duplication or errors.

A scalable dealer platform

The renewed dealer portal gives dealers everything they need, making processes more efficient and improving support.

A strong, recognisable brand

The new visual identity and content strengthen Henkelman's position as market leader, with consistent branding across all channels.

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