pfister - A BRAND FOR ME. Vom Möbelhaus zur Lifestyle-Marke
Winner
Excellence in Brand Strategy and Creation
Brand Strategy of the Year
Details
The Brand: Möbel Pfister, the market leader in Swiss home furnishings, has stood for quality, design, and customer-focused service for over 140 years. With 17 stores and an online shop, Pfister offers diverse home solutions. The Challenge: Pfister is evolving from a traditional premium brand to a relevant choice for everyone—especially younger target groups (Gen Y)—without losing existing customers. The Solution: *A Brand for Me*—confident through expertise, affordable with attractive pricing, and inspiring with a new brand identity, product worlds, and logo design.
The Jury‘s Statement
Möbel Pfister, a Swiss heritage company, has demonstrated with its "pfister – A BRAND FOR ME" project how rebranding can strategically and creatively transform a brand. Through a consistent repositioning, the brand successfully establishes itself as an accessible lifestyle brand that appeals to younger audiences while retaining its existing customer base. With a clear visual concept, emotional messaging, and a compelling product strategy, the project achieves a harmonious balance between tradition and contemporary design. Particularly impressive is the sophisticated execution, which boldly and meaningfully redefines the brand.
