New private label for Walder
The traditional shoe store Walder with 30 branches throughout Switzerland has developed the new fashion brand "1874 by Walder" together with Leo Burnett Switzerland and launched it in stores this month.
"1874 by Walder" symbolizes the founding year and arose from the conviction that quality and trend awareness are not contradictory. Martina Walder is the sixth generation to shape the family business and personally puts together the spring and fall collections.
The brand is aimed at fashionable, confident women who don't want to wonder if something is right or wrong, and who don't always have to have a reason for what they do. This attitude is summed up in the brand attitude "So what".
For the launch, Leo Burnett developed the brand name, the corporate design and a comprehensive package of measures. WebsiteBranding walls, POS inlays, and social media posts marked the communicative start of the new launch. A competition message additionally activated the target group and demanded a lot of spontaneity: the two winning duos flew to Lisbon the day after next for a short trip.
The brand website 1874.ch shows all items from the current collection and seamlessly integrates them into the existing "Click & Collect" reservation tool. Visitors coming from Walder.ch also keep their reservation basket and can easily add shoes from the new private label.
The proven collaboration with fashion bloggers is extended to the new brand. On Miaandthemouse.com and the linked Facebook and Instagram profiles there are photos and reports on the current models.
The simple number logo and the graphic black-and-white look are the core elements of the branding, used on shoe boxes, shoe bags, booklets and hang tags. In the new "1874 Lounges" in selected stores, the core element is complemented by color and urban store design.
Responsible at Walder: Daniel Walder (Managing Director, Head of Marketing & Sales), Martina Walder (Head of Purchasing), Suena Jäger (Advertising and Communications Manager), Sabrina Wagner (Marketing Assistant). Responsible at Leo Burnett Switzerland: Axel Eckstein (ECD), Christoff Strukamp (Art Direction), Mark Stahel (Text), Alba Rau (Graphics), Rolf Zimmermann (Strategy), Dominik Mätzener and Ramon Alder (Consulting), Suzana Kovacevic (Art Buying), Daniel Strickler (Production), Martin Ottinger (Image Editing), Nick Hudson (Photography).
