Brand identity for the well-known biscuit manufacturer Bahlsen
BrandingBrand StrategyCorporate DesignEditorial Design
Bahlsen looks back on many successful decades as a family business steeped in tradition. With its two umbrella product brands Bahlsen and Leibniz, the company is the market leader in Germany and one of the leading providers of sweet biscuits across Europe. The new brand identity is based on traditional as well as successful elements from within the company and brings them together into a clear, contemporary look.
The Task
Bahlsen's Corporate Design is based on a long tradition. Over time, however, the requirements for a corporate identity change, especially one that has to work internationally in over 55 countries around the world. On this basis, and with the conscious decision to clearly separate the corporate brand from the product brands, we develop a new Corporate Design for the corporate brand.
The Solution
To clearly refer to the tradition of the family business, the company's logo is reduced to its essence – it now consists of the Bahlsen lettering without any further decorative elements. A graphic biscuit shape, derived from the Leibniz biscuit and known worldwide, is used in the Corporate Design as the central design element, creating a high level of brand recognition.
The Implementation
We design all business stationery for the Bahlsen corporate brand and also implement a comprehensive brochure and PowerPoint concept for everyday use in the business world. Subsequently, we devise a comprehensive brand style guide that lists all developed media in detail. In summer 2015, international rollout of the new Corporate Design begins.
Flexible use of the wordmark
The new Bahlsen logo is based on the signature of the company's founder and is thus reduced to the essentials. By dispensing with the TET symbol, it varies in size depending on the medium and is therefore used for a wide variety of measures. The wordmark “Bahlsen” stands for the company and represents well-known product brands such as Leibniz, PICK UP! or Brandt, communicating them consistently to the outside world. The Corporate Design can be transferred to Bahlsen's business premises. In this way, the identity of the brand is preserved for customers and employees at the spatial level as well.
The business stationery of the Bahlsen corporate brand in an overall view.
Draft for implementing the Corporate Design in the company canteen.
A graphic biscuit shape derived from the Leibniz biscuit is used in the Corporate Design as the central design element.
The Corporate Design can be transferred to the business premises of the well-known biscuit manufacturer Bahlsen. In this way, the identity of the brand is preserved for customers and employees at the spatial level as well.
For the future design of image and corporate brochures, an easily adaptable concept for all DIN formats is developed and implemented.
The cover of the brochures and flyers is die-cut in the shape of a biscuit.
Comprehensive templates in the new design were developed for PowerPoint.
We look forward to a no-obligation initial meeting with you
Christian Malling
Senior Project Manager