Kaiserhaus Bern Umbrella Brand: Stories Instead of Advertising
In mid-April, the Kaiserhaus in Bern opened its doors—with a well-thought-out umbrella brand. The agencies Hella Studio and sofies Kommunikationsdesign worked together with the stakeholders to develop a brand that turns restraint into a strength.
Kaiserhaus Bern Umbrella Brand: Making a Good Impression Rather Than Forcing Attention
Without grandiose promises or colorful balloons, the umbrella brand Kaiserhaus Bern opened its doors this spring. Instead of big talk, the focus here is on quality, craftsmanship, and products created with love. «That also applies to the umbrella brand’s communications,» explain Stefan Wolf from the Zurich-based communication design agency sofies and Kasper Kobel from Hella Studio in Bern.
The vision that emerged from the collaborative discussions between the two agencies and the stakeholders is clear: in a prime location in Bern’s Oberstadt, an open, accessible space is being created where diversity can be felt and experienced. Differences do not divide—at the Kaiserhaus, they bring people together. The name has also been retained. «It should feel like coming home to a familiar place, not like a radical new beginning,» says Stefan Wolf.
The Principle of Restraint in Corporate Design
This philosophy is also reflected in the corporate design. The guiding principle is restraint and the reuse of quality elements. The existing facade logo from the 1970s was not replaced but reinterpreted: The individual letters were spaced out across the available area in a contemporary manner.
The umbrella brand deliberately sticks to black, gray, and white—a calm backdrop that truly showcases the colorful diversity of its retail, dining, and experiential offerings.
Stories Instead of Ads
«It was important to us to use our communications to weave the values that unite the Kaiserhaus into stories and make them relatable,» explains Stefan Wolf. The opening was accompanied by a clear message: A new chapter is beginning at the old Kaiserhaus. «We don’t think of communication in terms of individual campaigns, but rather in context—we find stories where others see only offers,» adds Kasper Kobel.
Each sub-brand operates independently, but outwardly, a unified umbrella brand conveys recognizable shared values: professional, approachable, and relevant. According to the company, the brand development was a collaborative process—much like the high-quality products and services that the Kaiserhaus offers its guests.
«It’s nice to see that communication has become an integral part of what Kaiserhaus has to offer,» Stefan Wolf and Kasper Kobel agree.
For more information about the Kaiserhaus Bern: https://www.kaiserhaus.ch
Responsible at the association Dachmarke Kaiserhaus: Nicole Steiner (Experiences), Severin Aegerter (Dining), Michel Hueter (Retail); At Sofie's Communication Design: Enzo Moser, Roger Steck, Stefan Wolf; At Hella Studio Creative Services: Kasper Kobel, Joëlle Lehmann, Lars Luginbühl, Emma Isolini; Production Manager: Rainer Brenner (text), Joëlle Lehmann, Mirjam Graf, Thomas Telley (photography), Grafilu (illustration), marke17 (programming): Pasquale Li Voti and Thomas Rutz
