The Responsible Hotels of Switzerland, known for their pioneering role in sustainable tourism, have found a new partner in Allegra Passugger Mineralquellen AG that perfectly complements their values. Passugger, the oldest mineral water in Switzerland and the only owner-managed mineral spring in Graubünden, stands for respect for nature and sustainable management.
A strong fire fit
This partnership goes beyond mere co-branding. Passugger pursues a clear sustainability strategy, ranging from the use of renewable energies to production in reusable glass bottles and no exports. This makes the brand an excellent fit with the Responsible Hotels of Switzerland, not only geographically but also in terms of content. Together, they are setting a beacon project for ecologically and socially responsible action in the Swiss hotel industry.
Sustainability out of conviction
Urs Schmid, CEO of Passugger, emphasizes: "Sustainability is not a buzzword for us, but a responsibility we live by. Our philosophy and our partnership with Responsible Hotels show that we think long-term - for nature, people and the region."
A clear signal for the future
With this cooperation, both partners are proving that authentic, well thought-out brand collaborations can make a strong statement - in a world where randomness is on the rise. Passugger and Responsible Hotels are thus creating experiences that are ecologically, socially and emotionally sustainable.
In 2005, the current owners from Graubünden bought back the 120-year-old Passugger mineral water brand from Feldschlösschen and from that moment on carried the range into the future with respect for the original and a feel for the needs of the catering and hotel industry.
To bring this value and the associated ambition to life, MetaDesign has turned the Passugger brand into a statement of originality, authenticity and consistency. Under the idea of "Unfiltered", Passugger shows profile and character in a fresh brand identity and makes a statement: A dynamic design language reflects the unique diversity of Passugger's six sources. A visual world with a clear focus emphasizes the content. In turn, a striking typeface makes Passugger's craftsmanship tangible. Concise messages get to the heart of Passugger's directness and self-confidence.
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Allegra Passugger is the only independent and owner-managed spring in Graubünden and, according to its own claims, the oldest mineral water brand in Switzerland. The mineral water has been bubbling from the spring in the Rabiosa Gorge near Passugg for over 400 years.
The Zurich agency MetaDesign has now been commissioned to lead the Allegra Passugger brand into the future. The first results of the collaboration are to be seen from the beginning of 2024.
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The setting could not have been more fitting. The guests, who were invited by Walker and Passugger to the presentation of the new poster campaign at the Zurich University of the Arts in the Tony-Areal, marveled in advance at the graphic masterpieces of the exhibition "Macht Ferien!" on the occasion of the anniversary of Switzerland Tourism during a guided tour by curator Bettina Richter. From Augusto Giacometti to Hans Erni and Herbert Leupin - the Swiss tourism lithographs were respected worldwide and ahead of their time.
Various tourism posters show animal motifs. Squirrels, foxes and, above all, Donald Brun's leaping little lamb on the famous poster "Spring Trips" - in 1945, it stood not only for spring, but also for departure and rebirth after the gloomy war years.
At the subsequent unveiling of the new Passugger campaign by Pius Walker and Passugger CEO Urs Schmid, it was immediately clear that the new posters, on which eight graphic artists around Walker had worked for two and a half years, are a tribute and homage to the heyday of Swiss advertising graphics. The three subjects with fox, hare and owl look deceptively real like originals from the era of the great tourism posters. Animals, beautiful landscapes, coherent design. And even the agency has "signed" in the handwritten style of a great artist.
The customer has always shown a great deal of patience in the process of creation, says Pius Walker, praising the collaboration with Bündner Mineralquelle, which is once again independent thanks to local investors and no longer belongs to the Danish beverage multinational Carlsberg.
Because of the high scattering losses, they don't do much in the area of advertising - but when they do, they do it well, says CEO Schmid, explaining the strategy away from fast-moving and loud communication. "As a brand, we don't want to be among the fast and greedy. Rather, the company sees itself in a niche that it is convinced has a future.
The target group is clearly defined: It is those people and distributors who are interested in the meat, vegetables or water they sell and drink. They enjoy an independent, sustainable source, the beautiful glass bottles - or the attractive, detailed posters.
Incidentally, these will be included in the permanent poster collection of the Museum für Gestaltung. This pleases not only agency head Pius Walker, but also curator Bettina Richter. In her speech, she says that the number of posters that are suitable for the collection and whose archiving is worthwhile from a design perspective has not necessarily increased recently, to put it mildly. (hae)
Responsible at Passugger: Urs Schmid (CEO Passugger), Patrik Hemmi (CMO Passugger). Responsible at Walker: Cornelia Nünlist (Consulting), Roland Scotoni (Art Buying), Catherine Elf (Project Management), Stefanie Huber (Graphics), Sarah Hauenstein (Graphics), Delia Guerriero (Illustration), Willi Oberhänsli (Graphics), Pius Walker (Graphics), Jenny Grundberg (Graphics), Markus Roost (Illustration), Nayara Pally (Graphics). Responsible at the ZHdK: Bettina Richter (Curator Museum of Design), Christian Brändle (Director Museum of Design).