Neutral: Re-branding for Zimmerli
Zimmerli has made itself fit for the future with a repositioning and growth strategy. The new image developed by Neutral reflects the established values and positions the Aarburg-based company in the now.
The task for the agency was to revise the brand and market presence on the way from a premium to a luxury brand. The goal was to generate an unmistakable modern presence in all areas of communication - from customer mailing and packaging to campaign and point of sale. Neutral took the single positioning statement "The world's finest underwear. Handmade in Switzerland since 1871." seriously and implemented it consistently in the new appearance of the traditional Swiss brand: The logo was further developed in an evolutionary manner, has become more sensual and feminine, but also more self-confident. The new shape is based on what already exists and adds consistent elegance and timelessness, in keeping with the tradition of Swiss typography. The new brand colors brown and beige replace the cool gray and convey warmth and naturalness. The new generation of packaging is reduced, elegant, typographically tidy and clearly arranged in the series for an attractive appearance on the sales shelf.
The image campaign stages the Zimmerli product together with reduced contemporary architecture and a breathtaking natural backdrop. After all, architecture and nature are now known throughout the world as representatives of a modern and innovative Switzerland. The photo was taken at Haus Presenhuber in Vnà in the Lower Engadine. The concrete vacation home quotes the traditional architecture of the Engadine without romanticizing it. The campaign was photographed by the American Zoë Ghertner.
Zimmerli CEO Marc Hosseli: "The collaboration with Neutral was very inspiring and professional. The agency understood how to visually implement our essential brand values and fill the visual language with content. With the new look, positioning and presence are consistent and will help increase brand awareness."
Responsible at Zimmerli of Switzerland: Marcel Hossli (CEO), Sigrun Wähner (Head of Marketing Communications), Sonja Baumann (Head of Marketing Communications). Responsible at Neutral: Rudolph Schürmann (responsibility strategy and creation), Michelle Nicol (responsibility consulting and art buying), Oliver von Glutz und Blotzheim (art director), Vincent Delaleu (graphic designer), Carole Lütschg (client service director), Monika Arnold (account director), Kinga Binkowska (account assistant), Yves Coulter (PR); photography image campaign: Zoe Ghertner.
