Redesign the claim “Einzigartig!” in interaction with the brand name. Please introduce more warmth, depth and “Gemütlichkeit” (meaning coziness) to it so that it stands out from the crowd as it does today.
As already mentioned above, our brand positioning is currently revised. Therefore, please consider that our claim will be changed some time soon and prepare the website design accordingly. We know, you are designers and no conceptual copywriters but if you come up with a good idea for a new claim that meets our new positioning (sorry guys, it needs to be German), we'd love to learn about it!
+++ WE REWARD A WINNING IDEA FOR A NEW CLAIM WITH AN EXTRA 300€ - NO MATTER IF YOU WIN THE CONTEST ITSELF OR NOT! +++
Optionally, we consider refreshing our current logo too (not mandatory as we like it). Refreshing means that it most definitely needs to be recognized by our consumers (more an evolution than a revolution) and that we want to keep key elements such as
- the bread in the starting letter “K”. The brand has such a high recognition value in our home town that we can even use the “K” just by itself for communication purposes. Therefore, the "K" as a single icon as well as the bread in the K need to stay. The original idea behind it is an arrow pointing towards a bread showing “the way to the bread”. Maybe the bread can be slightly changed or carved out in a better way to make it clear even for nonnatives that the brand is a bakery without having to add "bakery" to it. Again, not mandatory but if you have a nice idea that keeps the recognition value we'd love to see it.
- the recognition value and positive energy of our “house color” orange. We are using orange for 30 years already and it is so dominant and well-known in our city that you can easily identify our consumers in the streets even from far away or driving by in a car due to the orange paper bags in their hands. Therefore it has to be part of the logo and cannot be changed to let's say pink or yellow.
- the blue outline of the brand name. Originally, it was brown. We changed it to blue in 1998 since it made the brand name more legible and added an extra brightness, resplendence and twist to it. It does not necessarily need to be changed. But if you have a good idea for a color (or any other way to add resplendence and a twist to the logo by adding a symbol, character, emblem ... whatever) that works even better we are interested to learn more about it. :-) As you can see in the shop pics it's used too heavily right now and is too much "in your face" / shrill in Connection with the orange instead of bright.
- the general round shape of the brand. It may be slightly changed but it has to stay round and keep the recognition value of the brand (no rectangular shape etc.)
The logo has to work on anything from the website, print, paper bags, buttons, napkins, transport vehicles, work clothes, (illuminated) outdoor advertising, classic corporate identity materials to give-aways such as balloons. Remember that we have 16 shops and cannot change everything in just a couple of years.
Currently, we use orange (as our main house color on paper bags etc.), blue (for the twist and resplendence ) and brown (our traditional color used throughout the centuries). We would like to keep the brightness and resplendence of blue, the recognition value and positive energy of orange but introduce more warmth, depth and “Gemütlichkeit” (meaning coziness). You can use brown or other natural colors / textures (rather matt than glossy). For more Information regarding Color read above.
Orange: HKS 7, C = 0, M = 75, Y= 100, K = 0 – keep orange as it is
Blue: HKS 42, C = 100, M = 80, Y= 0, K = 0 – keep a color with brightness and resplendence, but this particular kind of blue is not mandatory (inside the shops it looks too much in-your-face, please see uploads)
Brown: HKS 77, C = 0, M = 60, Y= 100, K = 80 – not mandatory
Current Pantone Colors
Orange = Pantone 151 U
Blue = Pantone 293 U
Brown = Pantone 469 U
Regarding communication, please stay away from the obvious such as quality, freshness, tradition/artisan handicraft, taste, indulgence, regional/natural ingredients etc. as these are exchangeable attributes expected by consumers and no USP to our competition. Instead, we want to fully focus on emotion and our social brand promise: elevating consumers’ lust for life (joie de vivre) and vitality with bright / beaming-with-joy service.
We believe in honesty, sincerity and transparency – concerning both employees and consumers. We are straightforward, down-to-earth and approachable yet cordial, inviting and full of atmosphere. Our brand has a confident character with an optimistic attitude and lust for life. It’s rather ageless than young and rather an authentic, shrewd, shirt-sleeved, hands-on woman than a sensitive man. It’s charming and good-humored but not foolish or LOL.
Therefore, our website should be just as simple as our products, straightforward and authentic as our character and easy to read and navigate on both mobile and desktop (SEO is key). However, we are looking for a twist which conveys our cordial service, emotionalizes our site and gives it the home away from home feel allowing consumers to elevate their vitality and lust for life (joie de vivre).
Please feel invited to contact us anytime if you have any questions!