Möbel Pfister recreates itself

From February, the Swiss furniture store will have a modernized appearance, no longer as "Möbel Pfister", but as "Pfister". The repositioning, which the company says it has been working on over the past few years, will now be supported and promoted with a new brand identity. "We have realized in market research that the image of our consumers no longer corresponds to our self-image," CEO Heinz Fankhauser told Werbewoche. The old 20-year-old brand has had its day; the new, modern brand is intended to convey the new image of Pfister - as a clear signal both internally and externally. As of February 1, all 20 Pfister branches in Switzerland will be given a new look. This means the replacement of 75 illuminated building signs, the rebranding of 200 trucks and vehicles, 1100 new overalls for staff and, of course, new printed materials. The brand identity was renewed by Külling Identity AG in Zurich, while the implementation was carried out by specialized companies. In an intensive two-day exercise, everything was to be newly glued, assembled and in place as planned. Everything went well, says Fankhauser, but there is still a problem with the illuminated lettering: although planning permission was applied for in September, approval for Basel has still not been granted.