Hans Eisenring Rebranding: From Kitchen Builder to Umbrella Brand
Jung von Matt BRAND IDENTITY and Jung von Matt TECH have given Hans Eisenring a new brand identity—from a refined strategy to a new corporate design and a unified digital platform.
Hans Eisenring Rebranding: Bringing Perception and Reality into Harmony
In the public eye, Hans Eisenring was strongly associated with kitchen design—even though the family-owned company has long been active in four service areas: kitchens, bathrooms, natural stone, and service. The Hans Eisenring rebranding aimed to bridge this gap between the company’s actual operations and public perception. This process was supported by Jung von Matt BRAND IDENTITY, which redeveloped the brand strategy, brand architecture, corporate design, and verbal identity, as well as by Jung von Matt TECH, which implemented the digital presence.
The starting point was the central strategic question: How can the company’s entrepreneurial roots be carried forward into the next era without losing the closeness and directness of its early days?
Identify DNA, Develop Strategy
Jung von Matt BRAND IDENTITY began the process with in-depth interviews and strategic workshops. The focus was on precisely capturing Eisenring’s DNA: entrepreneurial, hands-on, engaging, and closely attuned to both the project and the customers. This led to a brand strategy that positions Hans Eisenring as the umbrella brand for the four service areas. The company approaches living spaces from the perspective of its customers’ needs and translates these into planning, materials, execution, and service.
Design and Language: Artisanal Directness Meets Architectural Precision
The new corporate design combines the directness of craftsmanship with architectural precision. The organic «Stones» have created a design element that translates the individuality of natural stone into the modular system. The «So wird’s gemacht» seal stands for the Eisenring family’s commitment to seeing projects through to completion personally and reliably.
Language played a special role in this process. Together with Hans Eisenring, Jung von Matt BRAND IDENTITY developed the so-called K.L.A.R. rules: consistent, solution-oriented, relevant to everyday life, and sophisticated. The goal is to turn vague statements into concrete promises—and to transform service-provider jargon into language that takes responsibility.
Hans Eisenring Rebranding: Four Websites into One Platform
In parallel with the brand development, Jung von Matt TECH handled the digital implementation. Four separate websites were consolidated onto a single modern platform built using the open-source Neos CMS. A color-coding system is designed to help users navigate between the four service areas. The organic natural stone shapes were technically optimized to scale cleanly across all browsers and devices. According to those involved, the result is a cohesive, intuitive website that seamlessly guides visitors through all sections. At the same time, editorial maintenance was significantly simplified for Hans Eisenring’s team through a well-thought-out content model and a user-friendly, optimized WYSIWYG admin interface.
The Dawn of a New Era
For Hans Eisenring, the new brand identity marks the beginning of a new era. «The new brand identity brings order to our portfolio, provides the next generation with a modern platform, and strengthens our shared sense of identity. This is entirely in line with our own motto: »That’s how it’s done,’” says Hans Eisenring, owner and managing director.
Person in charge at Hans Eisenring: Hans Eisenring (Owner and Managing Director), Pascal Eisenring, Vanessa Eisenring, Daniel Baumann. Contact at Jung von Matt BRAND IDENTITY: Fabian Ellersiek (Senior Brand Consultant), Pablo Scheidegger (Designer), Nathalie Weiss (Senior Brand Consultant), Julius Jäger (Managing Director). Contact at Jung von Matt TECH: Leonard Langen (UX/UI Designer), Michel Löw (Senior Full-Stack Developer), Maya Bornschein (Project Manager), René Schwarz (Chief Experience Officer).
