Klarstein-Rebranding Campaign in Berlin
New logo and brand identity for Berlin Brands Group were created by renowned partners. The visuals are displayed at many locations in Berlin.
Berlin, 28.06.2021 Klarstein, the flagship within the brand universe of the Berlin Brands Group (BBG), has been shining in new brilliance since 28.05.2021. For its rebranding, the company relied on the support of renowned partners. While the British creative agency DesignStudio was commissioned with the creation, Ströer was responsible for the implementation of the out-of-home campaign for the relaunch of the brand. The visuals are visible at many locations in Berlin.
Klarstein appears on posters within Berlin with a new logo and brand identity. The aim of the rebranding is to position the brand for the future and to respond to the changing demands of the target groups; for this, DesignStudio has also been chosen as a partner. Clear colour concepts and a newly structured website underline value and quality on the one hand. On the other hand, the innovation idea that Klarstein has taken up with its products. The introduction of four modes helps customers to find their way around Klarstein's product range. "Cooking", "Cleaning", "Comforting" and "Storing" offer customers orientation and invite them to browse. There are currently more than 1,900 products in the Klarstein assortment, from large household appliances to kitchen machines and IoT-enabled air conditioners. Whereas Klarstein previously mainly used bright colours, the focus is now on more muted colours, each of which is assigned to a mode and thus provides even more structure in the portfolio.
"We not only have a passion for building brands, we also like to reinvent them," says Thomas Stanzl, CMO of Berlin Brands Group. "We analyse trends and implement them in our products. In doing so, we are continuously expanding our product range."
It is no coincidence that Berlin was chosen as the location for the out-of-home campaign: After all, Klarstein is a Berlin based brand. Station videos at five Berlin railway stations, overhead stickers in public transport and on billboards are used to convey the brand identity as part of the OOH campaign. Whether it's a coffee in the morning on the way to the office or a beer in the evening on the way to work: the visuals use icons to spread emotional messages.
They create enjoyment and love for one's own home.
The rebranding campaign is accompanied by activities on Klarstein's social media channels (Instagram, Facebook and TikTok) as well as addressable TV ads.
But the rebranding is also noticeable for the customer: new packaging, muted colours and a design with recurring elements in logo, font and icons.
The guiding theme for the design of the rebranding and the OOH campaign is the brand purpose "Made for Living". The design has above all the function of a coherent visual bracket from the logo to the customised icon and font design, to the colours. Equally important is the colourful liveliness of the visual language for an authentic brand experience under the motto "a better life with every home mode".
About Berlin Brands Group
The Berlin Brands Group (BBG) is a globally active e-commerce company and one of the pioneers in the direct-to-consumer business. The internet brand company currently sells across 14 own brands (including Klarstein, auna, blumfeldt, Capital Sports) on more than 100 channels in 28 countries 3700 products that enable a better and more beautiful life. BBG is one of the few companies that has been profitable since its foundation. The company employs over 900 people in five countries and generated a turnover of more than 334 million euros in 2020 (2019: 217 million euros).
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Pictures: Ⓒ Eric Birnbaum