New track on old route

 
Tourismus Erdmannpeisker created a new excursion brand for BLS, including CI, logo and campaign. 
If you travel from Bern to Valais by train, you cannot choose between different providers, just as you can book flights from Zurich to Berlin with a wide variety of companies, for example. Nevertheless, the BLS - Bern-Lötschberg-Simplon Railway - wants to position itself as an independent company vis-à-vis the SBB - Swiss Federal Railways. It doesn't matter to train travelers. However, those who enjoy a well-maintained excursion will certainly appreciate the efforts of BLS, which is why Switzerland's largest regional railroad wants to go on the offensive with an image campaign in addition to its service. The Biel-based agency Erdmannpeisker created a new CI/CD and logo for a new excursion brand "Lötschberger" for BLS AG. As the most important brand experience for customers, the exterior design of the excursion train was also created by Erdmannpeisker.
BLS is thus developing a new excursion concept for the Lötschberg mountain route, which for the first time combines the railroad, excursion destinations and local providers under one brand on a broad front. As a first step, the rollout of the first of a total of 13 new multiple-unit trains took place on May 21. The material and concept were also presented to the media on this occasion.
The modern high-tech train is extremely comfortable inside and connects several attractive destinations in the "fantastic region" between Bern and Brig, as project manager Martin Gäggeler and marketing manager Damian Pfister at BLS are proud to say. The name "Lötschberger" was deliberately chosen to be strong and catchy with a clear reference to the region, explains CD Gabriel Peisker. The retro design of the logo on the modern train communicates that the desired positioning in tradition and current customer orientation go hand in hand. The exterior design of the train shows the excursion highlights along the route in stylized form. The train thus appears homogeneous from a distance and becomes a storyteller when seen close up on the platform, motivating passengers to board.
Andreas Panzeri