Rebranding for the family business Franzen
Branding strategy
Together with the Franzen family and the marketing team, we analyse the existing design, the target groups and the customer journey, examine the competitive environment and develop a new vision for the company's future direction.
An elegant brand design
An almost endless selection of high-quality products defines Franzen's portfolio. To give them a stage and allow them to unfold their full effect, Franzen's own appearance takes a step back in black and white and forms a high-quality frame for the curation of the products.
To give Franzen even more individuality and recognisability alongside the wordmark, we develop an iconic emblem that refers to the origins of the house as a porcelain shop and is based on the look of stamps and seals of such manufactories. The double “F” in the middle stands for “Familie Franzen” and expresses the connection with customers on the outside and with the family and employees on the inside.
Bespoke type design
As the existing wordmark has worked well for Franzen and created identification, we keep it in its character, but transfer it into the new house typeface “FH Hermann”, which was adapted to individual needs specifically for the family business in collaboration with a Turkish foundry. The name of the house typeface refers to the history of the family business, the founder and grandfather, and the father of the current generation of owners.
The corporate design concept
A reduced graphic concept with lines derived from the “F shape” serves as the structure for presenting all content such as product descriptions and prices, while still leaving enough room for displaying the range. The concept is continued in the clean business stationery.
For a high-quality shopping experience
Alongside the online shop, one of the most important brand touchpoints is the store in Düsseldorf, where customers can experience the high-quality products first-hand. Here too, Franzen's branding takes a discreet step back in the designed media, while at the same time ensuring recognisability and clear structure.
„For many years we have trusted in the expertise of Arndtteunissen. They have accompanied our company for some time, now know us very well, and so we only recently placed the realignment of our house in the hands of Arndtteunissen once again.“Peter Franzen, Managing Director, Franzen
Clear guidelines for a clear design
For the implementation and design of further media, both internally and with external partners, Franzen has a comprehensive style guide as a guideline. It has already been used to produce store media such as price tags and name badges for employees, as well as shop window and vehicle graphics.
„The style guide is an important foundation in brand work – through clear specifications we create consistency and trust, both internally and externally. This ensures a consistent appearance that anchors our messages more strongly and more sustainably.“Julia Gingter, Head of Online Marketing, Franzen
A design system for digital applications such as the new web shop with over 9,000 products
In addition to the specifications for print media, we design an initial concept with example elements for the digital brand presence. The digital partner BRANDUNG develops a digital design system from it and realises the new web shop using the iconic F shape. The upcoming go-live of the new shop rounds off the rebranding in a first step, so that Franzen is optimally equipped for the future in terms of infrastructure and technology as well as design and brand.
Whether clear product pages, large-format images for inspiration or the presentation of premium brands – every element is precisely matched to the new design. The focus is on applying the line concept as the most important structuring element of the content, for an intuitive and simple shopping experience for all users. An extended colour palette provides highlights in the typical shop categories.
Making the corporate design tangible
We look forward to a no-obligation initial conversation with you
Christian Malling
Senior Project Manager