TBS: Tiefenbrunnen swimming pool starts the new season refreshed
The revamped brand identity of Tiefenentspannt GmbH, the new operator of Badi Tiefenbrunnen’s food and beverage services, captures the feeling of a day at the lake. TBS designed the Badi brand universe, the promotional materials, the point-of-sale (POS) presence, and the wayfinding signage.
The Tiefenbrunnen lido on the right bank of Lake Zurich records up to 250,000 admissions in a good summer. The lido was extensively renovated for the current season, and new restaurateurs were also sought to run it. Several big names from the Zurich gastronomy scene took part in the tender - as well as the Zurich start-up Tiefenentspannt. TBS was able to support the company, which was founded specifically for this purpose, with positioning, a new image and the design of the submission documents.
With success: Tiefenentspannt won the tender and took over on Saturday. The overall package was particularly convincing, with a well thought-out concept and a wide range of gastronomy, as well as extended sports, leisure and entertainment options. For example, there is now a continuous culinary offer.
Like a vacation, only at home
The aim of the new "Badi Tüfäbrunnä" is to make children, families and friends feel at home and take away wonderful experiences and lasting memories - just like a summer vacation. The new look is intended to convey this summery vacation feeling. The design is characterized by a mix of retro flair and a modern, urban attitude to life. This includes the round, playful typography and the matching summery color scheme, which focuses on the contrasting colors orange (sun) and blue (lake). Playful patterns and illustrations also ensure an immediate sense of well-being and a high level of recognition.
A performance that underscores the mood
The new branding runs coherently and consistently through all advertising materials and applications - from the first, all-important submission for the tender to the current offer on the Badi site. The new signage provides orientation and identity in an appealing way. Information boards in and around the serving station and buffet, in the pavilion and on the grounds advertise the wide range of culinary offerings.
A new food and drinks menu has also been designed for the kiosk and restaurant, and the "Order Monkey" digital ordering system is actively promoted to avoid waiting times. In the Badi, bathers will see various posters about the sports, yoga and entertainment program as well as themed specials and event highlights. For die-hard fans, there are also merchandise items such as T-shirts and pullovers.
