The tradition of feeling good – Rebrand for cosy blankets

The new key brand promise of Biederlack, a 125-year-old blanket manufacturer, was redefined by a modern reinterpretation of its specialist strength. The “tradition of feeling good” therefore forms the basis for the further development of the brand image.



The task
To develop a new corporate design for the traditional blanket manufacturer Biederlack. The motivation: The market for home furnishings and accessories is still in an astonishing phase of quantitative and qualitative growth. In order to survive this demanding and competitive environment, it was necessary to present Biederlack as a contemporary premium brand that not only offer an excellent product but a relevant lifestyle.



Die Aufgabe
Für den traditionsreichen Wohndecken-Spezialisten Biederlack soll ein neues Corporate Design entwickelt werden. Der Hintergrund: Der Markt für Wohneinrichtung und -accessoires befindet sich nach wie vor in einer erstaunlichen quantitativen und qualitativen Wachstumsphase. Um in diesem anspruchsvollen Wettbewerbsumfeld zu bestehen, war es erforderlich, Biederlack deutlicher als zeitgemäße Premium-Marke zu inszenieren, die nicht nur ein exzellentes Produkt, sondern auch ein emotional relevantes Lebensgefühl anbietet.


The solution
In the new corporate design, the family name Biederlack as the masterbrand emphasises the authentic quality. The trademark cleverly combines tradition with the company's understanding of quality: the crane, as an element of the Biederlack family coat of arms, also conveys the premium claim through the picture mark, which, together with the typography, lends the branding a high degree of warmth and sentimental appeal – in keeping with Biederlack’s feel-good product world. At the same time, the incisive typography functions as a visual link.

Services: Corporate Identity, Strategy, Brand Architecture, Claim Development, Logo Redesign

The new claim “Feeling Home” encapsulates the brand promise and complements the brand message as a relevant brand communication for a target group that aspires to creating the right ambience for the home.

The result
The new corporate design succeeds in giving Biederlack a modern look and at the same time celebrating the company’s great tradition.

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The Awards
Corporate Design Preis 2018: Award for Biederlack

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