Frankenstolz
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2B
Credits
Company / Customer
Details
The brand architecture of Frankenstolz and the roles between the corporate and product brands have been clearly defined. Based on the strategic restructuring and the content differentiation of the three product brands Frankenstolz, fan and Sannwald, new brand appearances were developed and transferred to all touchpoints. In the digital area, this includes new websites, more focused social media profiles and a new newsletter. In addition, new PoS concepts, product packaging and print materials support retailers and customers.
The Jury‘s Statement
Frankenstolz, a company with a long tradition in bedding and mattresses, has set benchmarks with a striking realignment of its brand architecture. By clearly defining the roles of corporate and product brands and implementing a strategically sound differentiation, a harmonious foundation for all communication measures was established. The new brand appearances combine aesthetic clarity with consistent messaging across all touchpoints – from digital channels to PoS materials. This project impressively showcases how strategic brand work unites differentiated customer engagement and sustainable brand success.
