Sofie and Hella Studio design umbrella brand for Kaiserhaus Bern

For six years, the listed Kaiserhaus in the center of Bern was renovated, converted and upgraded. From April 10, 2026, a meeting place will open where future-oriented retail, value-conscious gastronomy and inspiring experiences come together. "Lots of handmade things, lots of new ideas, lots of things brought together. Not just consuming. Also use, make, try out," promises the new place on its website.

The two agencies Sofies Kommunikationsdesign from Zurich and Hella Studio from Bern developed the strategic direction and the accompanying communication measures. This process was carried out in close collaboration with the future users of the Kaiserhaus. "The aim of the umbrella brand strategy is to ensure that all areas are linked by a common vision in order to create a strong and uniform identity for the Kaiserhaus," explains Stefan Wolf, project manager at Sofie.

Shared values, independent identities

"With a strong visual language, a commitment to a uniform language and a modern design, we succeeded in creating an identity that everyone can identify with - a design that offers the individual areas enough space for independent ideas and yet quickly conveys the shared values of the Kaiserhaus to visitors," says Kasper Kobel from Hella Studio.

Accordingly, the joint appearance was not developed by the agencies on a greenfield site, but was created in close cooperation with all stakeholders - and both agencies. "Sofie and Hella complemented each other," says Stefan Wolf happily. "This project was our first collaboration and hopefully a starting signal for further joint projects. After all, just like the individual departments at Kaiserhaus, our two agencies share the same values and design standards."

Content with substance

In addition to the campaign, website and signage, the so-called stories play a key role. "In the individual areas, we were looking for stories that go deeper and convey the spirit of the Imperial House between modernity and tradition," says Wolf. What is in a good loaf of bread? What can modern trade learn from the idea of the bazaar? Or where does the sandstone on the façades of the Kaiserhaus actually come from? "The content should lead people to the brand with substance rather than superficiality - or simply make them think."

Further information on gastronomy, retail and experiences in the Kaiserhaus can be found at kaiserhaus.ch.

Responsible at the association Dachmarke Kaiserhaus: For more information kaiserhaus.ch. Consulting, concept and design: Sofies Kommunikationsdesign, Zurich (sofies.ch), Stefan Wolf; Hella Studio Creative Services, Bern (hellastudio.ch), Kasper Kobel.