Unpack what's inside you: Brack celebrates new look with extensive campaign
The online retailer is removing the «.ch» from its brand name and will now operate under the name «Brack.» Also part of this is the new tagline, «Unleash your potential.» The strategy and positioning were developed in-house, while the rebranding was carried out in collaboration with Hotz Brand Consultants. The tagline and accompanying campaign were created by the new lead agency, Brinkertlück Creatives.
With the renaming and a new appearance at all touchpoints, Brack is taking a "significant step in its strategic realignment towards a broader customer base throughout Switzerland", the company announced. "In future, the Brack brand should be a modern Swiss brand, not just a URL," says Group CMCO Roman Reichelt, explaining the fresher web presence, the new advertising and the disappearance of the ".ch" in the modernized logo. "We wanted to explain the benefits we can provide from the customer's perspective. The old claim 'Brack delivers' was not ideal for this." A completely new positioning was therefore developed together with customers. "The brand essence is called 'Unboxing Potential' and combines the central moment of unboxing with several meanings. Unboxing potential, for example, or internal pride in our logistics center, where everything revolves around packing and unpacking," says Reichelt. For the Brack brand, this leads to the claim: "Unpack what's inside you." (Read a detailed exclusive interview with the Group CMCO here).
Fresh brand image and web store
"The new design of the Brack brand is young, digital, modern and focuses on people rather than logistics," says Chris Steinacker, CEO of Hotz Brand Consultants. "Nevertheless, we left the logo recognizable during the brand refresh."
Progressive accents were set without irritating regular customers too much. The Brack marketing and IT teams then took over the declination. "We reworked hundreds of details such as discount codes, fonts, imagery, the icon library and the integration of editorial content. As a result, the store already looks much more appealing. But we still have a lot of plans to optimize for our customers," says Fabian Büchler, Head of Performance & Deal Marketing at Brack.Alltron.
"Unpack what's inside you"
Together with Brinkertlück Creatives, the new branding gave rise to the campaign, which can now be seen throughout Switzerland. "When you order from Brack, you don't just unpack a product, you unbox your own potential. This sets us apart from the competition," says Dennis Lück, founder and Managing Director of Brinkertlück Creatives, explaining the idea behind the new campaign. Franziska Coninx, Head of Brand, Strategy & Creatives at Brack.Alltron, adds: "This idea runs humorously as a common thread through all the subjects. Brack shows moments in which customers blossom - but never pathetically, but with a break, a wink."
Generated with AI in Switzerland
All subjects were created in Switzerland with the help of generative image and video AI and labeled accordingly. Lück emphasizes that, contrary to common perceptions, this was not a short process: "Creation and feedback processes were in a different league here. This requires precise processes, specially developed AI workflows and genuine co-creation with the customer. This is the only way to turn playful technology into a campaign." The assets are played out digitally, in print, on social media and as (D)OOH.
The new brand identity and the new advertising campaign can now be seen on all channels and at all touchpoints.
Responsible at Brack: Roman Reichelt (CMCO), Franziska Coninx (Head of Brand, Strategy & Creatives), Fabian Büchler (Head of Performance & Deal Marketing), Pierre Bohren (Lead Retail Media), Johannes Hapig (Head of Content, Newsroom & PR), Alisha Fateh (Head of CRM & Insights), Patrick Hoerdt (Lead Brand Motion & Design), Sandrine Knechtli (Lead Advertising ATL / BTL), Marion Moosbrugger (Lead Planning & Brand Management), Aylin Brocca (Marketing Manager Advertising), Andrea Ries (Marketing Manager Advertising), Julia Weishaupt (Graphic Artist), Florence Schaffter (Graphic Artist), Manuel Vargas (Photographer), Martina Renold (Graphic Designer), Andrea Sikora (Graphic Designer), Verena Forster (Lead Digital Journeys), Joy Meier (Lead Social Media Content), Oliver Lüscher (Web Designer Social Media Content), Marie-Line Obussier (Lead Editorial Content), Lukas Keller (Lead PR & Newsroom), Simone Franzke (Lead Internal & Executive Board Communications), Franziska Heimberg (Lead Loyalty Marketing). Responsible at Hotz Brand Consultants: Chris Steinacker (CEO), Giulia Bruschi (Brand & Business Strategy Director), Patrick Ensslin (Head of Brand Experience Design) Lukas Mettler (Brand Experience Design Director), Selina Zeder (Brand Experience Design Director), Andjela Bulatovic (Brand Strategy Consultant), Lia Haferl (Senior Brand & Interaction Designer), Antonio Santoro (Senior Designer), Ivo Moosberger (Senior Designer), Micaela Pitre Salgado (Brand Designer), Emanuel Lopes (Motion Designer). Responsible at Brinkertlück Creatives: Creative Direction: Dennis Lück (Founder and Managing Director), Manuel Scheuble (Creative Director Text), Text / Concept: Tim Boin (Senior Copywriter), Ed Dawson (Copywriter), Ana Dimitrov (Copywriter), AI / Art Direction: Daniel Hesse (Senior Art Director), Filip dos Santos (Senior Art Director / AI), Andres Henao (AI Expert) Manuel Köpfli (Art Director / AI), Margarete Hertzsch (Art Director / AI), James Lama (Trainee Art / AI), Project Management: Wendy Buck.
