It was our task to revise the brand and market presence on the way from a premium to a luxury brand. The goal was to generate an unmistakable modern presence in all areas of communication - from customer mailing and packaging to campaign and point of sale.

Taking the single positioning statement "The world's finest underwear. Handmade in Switzerland since 1871." seriously and implementing it consistently in the new appearance of the traditional Swiss brand: The logo was further developed in an evolutionary manner, has become more sensual and feminine, but also more self-confident.

The new shape is based on what already exists and adds consistent elegance and timelessness, in keeping with the tradition of Swiss typography. The new brand colors brown and beige replace the cool gray and convey warmth and naturalness. The new generation of packaging is reduced, elegant, typographically tidy and clearly arranged in the series for an attractive appearance on the sales shelf.