hansgrohe Brand refresh

hansgrohe Brand refresh

Description

»Feel alive« – the essence of hansgrohe’s new brand purpose emphasises the new strategic repositioning in the premium lifestyle segment. The traditional brand will address a more demanding target group by offering them experiences with water that deliver »joy« and »liveliness«. The usage of high-end imagery and the generous design concept translate the new strategy into a premium look. Rounding off the new direction with a fresh tone of voice creates a consistent brand experience.


Statement of the jury

Innovations, customer needs and the market have changed and made it necessary to reposition the hansgrohe brand: the new strategic orientation »feel alive – lebendig sein« is a clear commitment to more joie de vivre and individuality and therefore more than just relaxation, well-being and safety. People are in the middle of life, in the middle of the moment. This strategic reorientation was translated into graphics, words and images. The result is a top-class appearance that positions hansgrohe as a contemporary premium brand, clearly distinguishes it from the competition and at the same time sets it on course for the future. A successful further development that fully exploits the potential of the brand.

Gold

Excellence in Brand Strategy and Creation
Brand Strategy

Company/Client

Implementation/Agency