Brand Identity Private Label
Situation at start
This is the old logo of the private label.
A positioning within the market differencing against competitor brands does not exist.
A private label usually is not advertised with high budgets.
In other words, a brand-based emotionalisation of the brand is not possible. The target groups have an eye on a good price-performance ratio and a high functionality of the private labeled workwear and work shoes.
That’s why Lünstroth propose the private label to make a promise of high functionality.
powered by function
Brand Design Core: the Logo
The logo relaunch is based on the salient feature of the brand-giving bird: the extremely wide wings.
The Corporate Design Booklet provides the visual guidelines for implementation.
Packages at POS
The new design shows its strength at the POS – the wings separate the packages from competition.