Micasa focuses on new brand identity
With a modular branding campaign and a clear commitment to the future, the home furnishings retailer micasa aims to embark on a new era of independence following the management buyout.
Following the uncertainty caused by the sale of the Migros specialty stores, one thing is now certain: Micasa will remain the only former specialty store brand to continue operating and will be run independently by the existing management team starting in September 2025. With support from Team Connect and the agencies INGO, Ogilvy, and Hogarth, Micasa is focusing on a strong new brand identity and aims to keep the public fully informed.
The campaign centers on a modern, double-stacked logo and a memorable headline structure. The message: micasa remains human, sustainable, optimistic, durable, and progressive. Products like the innovative cardboard bed or the weatherproof garden table bring these values to life—for a broad target audience.
The campaign is now visible throughout Switzerland via out-of-home, digital out-of-home, and digital channels. The new line is also evident in the stores themselves; the sales team is wearing buttons featuring the slogan «micasa stays micasa.».
Fabian Röthlisberger, Head of Marketing & E-Commerce at Micasa, explains: «Many people assumed that Micasa would no longer continue. Now we need to quickly and clearly show that the brand is here to stay.» Bruce Roberts of Ogilvy also highlights the optimism and spirit with which the new Micasa is moving forward.
Through this strategic repositioning, Micasa aims to establish itself as a forward-looking brand in the Swiss furniture sector and to symbolize both consistency and innovation.
Contact person at micasa: Fabian Röthlisberger, Melanie Stanelli, Domenica von Dach, Xenia Artho, Corina Hollenweger, Olivia Zogg. Responsible at Team Connect: Bruce Roberts, Julia Staub, Michael Gallmann, Felicia Aepli, Marianke Santjaka (Creative), Petra Zehnder, Franziska Saxer, Kira Vaterlaus, Susi Martin (Project Management), Kathrina Seiler, Manfred Bonewitz, Thomas Weiss (DTP, image editing), Swen Morath (CEO/CCO). Responsible Media: Dentsu International Switzerland AG
