Leo Burnett: New brand identity for Walder
In mid-March, Schuhhaus Walder, a long-established family-owned business, launched its new brand identity—designed by Leo Burnett Switzerland—featuring posters, customer magazines, various point-of-sale initiatives, and events.
The likewise newly developed website will be online in the coming months. The new brand positioning is based on the claim "Joy that lasts. Walder Schuhe" and embodies values for which Walder Schuhe has stood for over 140 years: first-class quality and fashion, personal advice and professional service.
As of August 2014, the sixth Walder generation has taken the reins at Schuhhaus Walder. The new management under the leadership of Daniel Walder sets a sign for the future and commissioned Leo Burnett Switzerland with the conception of a completely new brand identity. "The deep understanding of the Walder brand, the brand positioning and the fresh, creative implementation convinced us," says Daniel Walder.
In the current print edition: Interview with Daniel Walder
New claim
First-class quality and fashion, personal advice and professional service - values for which Schuhhaus Walder has stood for over 140 years and which are now also embodied in the new brand positioning under the claim "Joy that lasts. Walder shoes". Leo Burnett thus stages brief, fleeting moments of joy and juxtaposes these moments with joy that lasts much longer: Walder shoes.
Walder branches in a new, modern look
However, the new brand presence is not only visible in the advertising: The 29 Walder stores are getting a completely new, fresh and modern look. The implementation of the new brand positioning at the POS was done in close cooperation with the production team and the technological capabilities of the Leo Burnett Factory. In this way, it was possible to very efficiently develop a solution that was both attractive and effective, and which is now being implemented in the Walder stores on an ongoing basis.
To ensure that "Joy that lasts" is also lived out internally, Daniel Walder held various workshops with his employees and informed them in advance with an employee gift developed especially for them, including an information pack. Says Daniel Walder: "The new positioning must be lived by everyone and be tangibly expressed in daily customer contact." The campaign has been running since mid-March with posters, customer magazines, various POS measures and events. The website, also developed by Leo Burnett and realized in close collaboration with Update, will be online in the coming months.
Responsible at Walder Shoes: Daniel Walder (Managing Director, Head of Marketing & Sales), Suena Jäger (Advertising and Communications Manager), Sabrina Wagner (Marketing Assistant). Responsible at Leo Burnett: Axel Eckstein (ECD), Patrik Suter/Mark Stahel (text), Reto Clement/Daniele Barbiero (art direction), Alba Rau (graphics), Rolf Zimmermann (strategy), Dominik Mätzener (consulting), Erasmo Palomba (art buying), Roger Weber (photography), Daniel Strickler (production), Martin Ottinger (image editing), Hannes Kälin (DTP), Oliver Arnoczky, Tanja Sahli (update).
