Havas Switzerland designs brand identity for Cailler.ch
The long-established Swiss brand Cailler has completely revamped its website with the support of Havas CX and Havas Creative. The new platform reflects the brand’s fresh positioning, which focuses on joy and the pleasure of chocolate, and offers a modern, intuitive user experience across all devices.
The Swiss chocolate brand Cailler has completely revamped its digital presence. With a clearly defined new brand identity and a positioning that focuses on pleasure and chocolaty indulgence, it was obvious for the traditional brand to further develop its website. For this transformation, Cailler commissioned Havas CX with the redesign of Cailler.ch.
The challenge was to make the recently defined brand platform shine through a more modern, intuitive and engaging user interface - one that reflects both Cailler's heritage and its forward-looking ambitions.
Strategically managed relaunch
The project began with a strategic analysis phase led by Havas CX: an audit of the existing website, identification of the uses and expectations of consumers and a deep understanding of the business challenges and brand ambitions for the coming years. A central conviction quickly emerged: the website should go beyond its pure function as a shop window and become a real expression and activation lever of the new brand positioning - with a focus on content, emotions and the staging of craftsmanship know-how.
The new website has been designed as a comprehensive digital ecosystem that is linked to the brand's other communication channels - CRM, social networks and physical products - to ensure seamless continuity in the user experience.
Clear structure, fluid user experience
On this strategic basis, Havas CX and Havas Creative assisted Cailler with a complete overhaul of the site structure and information architecture. The goal was twofold: to simplify access to key content such as recipes, products, brand engagements and practical information, while providing fluid and enjoyable navigation on all devices.
UX wireframes laid the foundations of the user experience before integrating Cailler's recently redefined visual world into a cheerful, modern and warm graphical user interface - in keeping with the brand's Swiss DNA.
Special focus on content
With a new editorial tone of voice to embody, Havas Creative also undertook a complete overhaul of existing content as well as the development of new formats designed to strengthen the user experience and support SEO objectives. A particular focus was on the recipes - a key driver of traffic and engagement - as well as the product pages and branded items.
Key innovations include a new "About Cailler" page, designed as an immersive scrolling experience that allows visitors to discover the brand's commitments in Switzerland and internationally in a fluid and visual way. From Alpine milk to sustainable practices in cocoa production, this page embodies the values of transparency, quality and responsibility that Cailler holds dear.
A website with a future
The new Cailler.ch is now online. It reflects the close collaboration between the brand and the Havas CX and Havas Creative teams, who implemented a holistic redesign - from strategic conception to UX/UI design and content optimization. The website lays the foundation for a scalable digital ecosystem that can accompany the brand in the next phases of development while providing users with a simple, inspiring and consistent navigation experience.
"Havas has captured our new positioning and brand identity perfectly. Thanks to their expertise, the new Cailler website perfectly reflects our vision, our passion and our commitments. Every element of the website embodies the essence of our brand and offers a unique and immersive experience. We are delighted with the result and look forward to sharing this new adventure with our visitors," shares Tiffany Vossen, Head of Communications at Cailler.
Cailler was founded in 1819 and is the oldest Swiss chocolate brand still in existence. Since 1898, Cailler chocolates have been produced in Broc, in the heart of the Gruyère region, using traditional chocolatier techniques. The ingredients are carefully selected: The cocoa beans are Rainforest Alliance-certified and come from certified sustainable cultivation as part of the Nestlé Cocoa Plan, and the fresh IP-Suisse-certified milk comes from around 40 farms in the vicinity of the factory.
Responsible at Cailler: Tiffany Vossen (Communication Manager), Responsible at Havas Switzerland: Gabriel Mauron (CCO), Simeon Brandner (Art Director), Laura Cros (Art Director), Emilie d'Amico (Copywriter), Gautier Briand (CX Account Manager)
