Blue Spirit brings Salt into the business

Launching a new brand at the POS is a daunting task. All the more so for 84 stores in one fell swoop. For consumers, it's almost unimaginable: Blue Spirit redesigned around 230 different POS tools for Salt, specified suitable materials and papers, designed and defined everything, and had it produced for the deadline.

The clear goal: the brand and its values should resonate in every tool. Personal, simple, without frippery. This included the new magazines for the launch and the stores in large print runs, all vehicle lettering, tactical communication with co-ads, POS posters, subscription flyers, folders, stickers, sales folders; many small details such as stickers for the entrance door, signs for ticket issue, coffee mugs, receipt pads; special brand experiences such as charger stations, cab lettering, mobile safes and lottery stations for events, office decorations and much, much more. The act of violence was done with a lot of heart and soul, so that the whole of Switzerland can experience Salt live and share the joy of the new brand.

Silence since summer 2014

Blue Spirit worked on this project for more than nine months under the strictest secrecy, in a room specially set up for this purpose, accessible only via fingerprint scanner, with IT detached from the regular infrastructure. Initially with just two, later with a good dozen employees.

Responsible at Salt: Sven Jasper (Manager POS & Trade Communication), Roger von Gunten (Senior Project Manager POS & Trade), Sascha Rüttimann (Senior Project Manager POS & Trade Communication), Heidi Pazanda-Truog (Senior POS & Trade Specialist), Janique Müller (Senior POS & Trade Specialist), Laura Gutknecht (Jr. POS & Trade Specialist), Robin Haller (Trainee BMS POS & Trade). Responsible at Blue Spirit: Rolf Jeger (CEO), Liliane Ritzi (COO), Die Sarah Pietrasanta (CD/Text), Jürg Büchi (AD), Danny Bron, Sherif Ademi (Graphics), Eros Montagnani, Günter Prächt (DTP), Manuela Lopez, Cynthia Domfe, Caro Bünter, Vanessa Jenni, Carmen Calisi (Consulting), Theres Cordes (Production). Launch Magazine: Michael Brauchli, Anatole Comte (Publicis).