Schöni Food Rebranding: Honoring Our Roots, Embracing the Future
Schöni Food is unveiling a new brand identity: In collaboration with the Zurich-based agency allink, the long-established company from Oberbipp is revamping its visual identity—drawing on over 100 years of company history.
The Schöni Food rebranding marks a significant step for the family-owned company from Oberbipp. Since September 1, the Swiss company Schöni Food AG has been presenting itself with a new visual identity, which, according to the company, emerged from an intensive and emotional process involving the fourth and fifth generations of the Schöni family. The discussion centered not only on colors, fonts, and packaging, but above all on the question of how the brand can evolve without losing its identity.
Different generations bring different perspectives to the table
When two generations work together to evolve a brand, different perspectives come into play. This dynamic, combined with the input of external experts, has enriched the process and brought Schöni closer to its shared goal: to give the brand a fresh new look that feels contemporary to younger audiences, while still conveying a sense of pride in its long tradition.
The starting point for these considerations was the question of what Schöni stands for: family and healthy Swiss food, enjoyment and passion, naturalness and a close connection to raw ingredients, tradition and innovation, as well as extensive experience in fermentation. Above all, however, Schöni stands for the people behind the company and for the 104-year history of the family business, which is now run by the fourth and fifth generations. All of these elements were to be incorporated into the new brand identity.
Evolution, Not Revolution
«Together with the Zurich-based branding and packaging agency allink, we took a close look at what defines Schöni today and where we want to go. It was important to us to preserve what has shaped us over generations while also creating space for new ideas,» says Simone Franz, Marketing & Communications at Schöni Food AG. The result is a brand identity that appeals to both generations and visibly reflects the brand’s shared evolution.
The redesigned Schöni logo draws on elements of the company’s first logo, which defined the brand from 1920 to 1998. The modern handwritten look is intended to lend the logo a sense of lightness and naturalness—qualities that are also reflected in the product lineup. A dynamic sweep symbolizes the movement and flexibility with which the company operates in the market. The «Schöni S» was deliberately styled to be bold and dynamic to give the brand a youthful freshness. Also newly incorporated into the logo is the Swiss cross, which underscores the company’s identity as a Swiss family-owned business with production facilities in Switzerland and a commitment to locally sourced raw materials.
The «Feines vom Feld – since 1920» seal now adorns the products as their central visual promise. As a mark of quality, it is intended to symbolize the combination of first-class, natural ingredients with expertise and a tradition of craftsmanship that has developed over more than a century.
The Schöni umbrella brand is taking center stage
As part of this further development, the Schöni umbrella brand is once again taking center stage. Previously independent sub-brands such as «Fermenti by Schöni» and «La Cuisine Sousvide» will be consolidated under the Schöni brand in the future. The goal is to achieve a more consistent brand image and greater shelf presence.
The packaging has also been redesigned. A minimalist design, clear visual language, and a new color scheme are intended to provide guidance and ensure brand recognition. The familiar classics remain recognizable at first glance but now have a clearer and more distinctive presence. The website has also been redesigned and brings together products, recipes, stories, and insights into the company.
«We want to honor our roots while boldly looking to the future. The new branding reflects exactly that: evolution rather than revolution,» says Jonas Schöni, a fifth-generation member of Schöni Food AG.
For more than 100 years, Schöni has been fermenting, experimenting, and innovating. What one generation built has been carried on by the next and continually redefined. The new brand identity therefore does not represent a fresh start, but rather the next step in a long family history.
According to the company, Schöni Food AG, based in Oberbipp, is the Swiss market leader in fermented products such as sauerkraut and kimchi and has become a leading provider of value-added vegetable products made from beets, red cabbage, and legumes. The company combines 104 years of artisanal tradition—spanning four and five generations—with modern food trends.
