“The smallest, finest, and most expensive paper store in Hamburg”
Gesine Gold developed a comprehensive relaunch for the company Bethge. The “smallest, finest, and most expensive paper store in Hamburg,” as it called itself, needed a new strategic presence. The company lacked sufficient market visibility. While there was a wordmark, there was no branding.
One of the business goals was to expand the “paper and writing culture” sector by adding new growth areas such as accessories and leather goods, and to become more visible in the market through a relaunch. The services related to screen printing needed to be more effectively communicated.
The new corporate design follows the repositioning to present itself in a much more exclusive, differentiated, and high-quality manner, aiming to increase sales and attract new customers. Building on the analysis phase, Bethge’s brand values were redefined and new visionary company goals were developed. Based on this, the agency strategically re-conceptualized and operationally designed the entire brand presence.
Within a year, the branding was developed. Starting from the strategy, through the development of the word-image combination, determination of color schemes, typefaces, letterhead design, creation of clear design grids, development of a corporate design manual, establishment of a unique visual language, creation of advertisement motifs, design of gift wrapping papers, carry bags, greeting cards, various gift boxes, all the way to the brand in physical spaces and the design of the shop façade on Hamburg’s ABC street.
The new word-image combination can be directly explained by the company’s new goals. The crest is a symbol of the entrepreneur’s tradition of having a special eye for quality, serving as a modern seal of approval. The star symbolically represents the idea of positioning the company as a shining star in the market.
A unique visual language was conceptualized for the company. The products of BETHGE Hamburg were staged “out of the darkness.” Since the flagship store is located in Hamburg, a connection to “things from the sea” was sought, leading to the creation of the innovative advertising campaign.
Through the extensive and strategic rebranding, the company achieved an entirely new perception in the market. The desired realignment and a much clearer positioning in the luxury segment were accomplished.
Following the comprehensive rebrand of the brand, in which Studio Klaus Stemmler was also involved in the photoshoots, the company opened additional branches in Berlin, Düsseldorf, and Munich.
http://www.bethge-hamburg.de/hamburg
Credits: Photographs of stills and the image campaign
BETHGE HAMBURG
brand workshop
analysis
brand vision
Brand Strategy
Corporate Identity Beratung
Corporate design development
Produktentwicklung/Packaging
Corporate Architecture
“The smallest, finest, and most expensive paper store in Hamburg”
Gesine Gold developed a comprehensive relaunch for the company Bethge. The “smallest, finest, and most expensive paper store in Hamburg,” as it called itself, needed a new strategic presence. The company lacked sufficient market visibility. While there was a wordmark, there was no branding.
One of the business goals was to expand the “paper and writing culture” sector by adding new growth areas such as accessories and leather goods, and to become more visible in the market through a relaunch. The services related to screen printing needed to be more effectively communicated.
The new corporate design follows the repositioning to present itself in a much more exclusive, differentiated, and high-quality manner, aiming to increase sales and attract new customers. Building on the analysis phase, Bethge’s brand values were redefined and new visionary company goals were developed. Based on this, the agency strategically re-conceptualized and operationally designed the entire brand presence.
Within a year, the branding was developed. Starting from the strategy, through the development of the word-image combination, determination of color schemes, typefaces, letterhead design, creation of clear design grids, development of a corporate design manual, establishment of a unique visual language, creation of advertisement motifs, design of gift wrapping papers, carry bags, greeting cards, various gift boxes, all the way to the brand in physical spaces and the design of the shop façade on Hamburg’s ABC street.
The new word-image combination can be directly explained by the company’s new goals. The crest is a symbol of the entrepreneur’s tradition of having a special eye for quality, serving as a modern seal of approval. The star symbolically represents the idea of positioning the company as a shining star in the market.
A unique visual language was conceptualized for the company. The products of BETHGE Hamburg were staged “out of the darkness.” Since the flagship store is located in Hamburg, a connection to “things from the sea” was sought, leading to the creation of the innovative advertising campaign.
Through the extensive and strategic rebranding, the company achieved an entirely new perception in the market. The desired realignment and a much clearer positioning in the luxury segment were accomplished.
Following the comprehensive rebrand of the brand, in which Studio Klaus Stemmler was also involved in the photoshoots, the company opened additional branches in Berlin, Düsseldorf, and Munich.
http://www.bethge-hamburg.de/hamburg
Credits: Photographs of stills and the image campaign
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