KaDeWe Group

Rebranding of KaDeWe, Alsterhaus and Oberpollinger

For the KaDeWe Group, we undertook the rebranding of three iconic department stores: KaDeWe, Alsterhaus, and Oberpollinger. This project aimed to modernize their brand identities while maintaining the essence of their historical significance. Our approach involved a careful analysis of each store's heritage, customer base, and market position to create distinct yet cohesive brand strategies.

By integrating contemporary design elements with evocative nods to their storied pasts, we enhanced the visual and experiential aspects of each store. The rebranding also included the development of new marketing materials and digital strategies that aligned with current consumer expectations, thus fostering a stronger connection with both existing patrons and new visitors.

The result is a refreshed brand image that honours tradition while embracing the future, positioning the KaDeWe Group as a leader in the competitive landscape of luxury retail.

In collaboration with North.

  • 2016

  • • Art Direction
    • Corporate Identity
    • Brand Guidelines
    • Execution of templates and logo artwork

Challenges

  • Incorporating historical logos and architectural elements into a modern identity

  • Ensuring that each store maintained its unique local flavour while aligning under one cohesive brand system

  • Designing for high-end luxury customers while appealing to a contemporary audience

Process

Research & Concept Development

I delved into the historical logos and visual language of each store, using archival materials and historical references to inspire the rebranding. We combined iconic elements like typography and architectural details to maintain the stores’ legacy.

Logo & Identity Design

For Oberpollinger, my logo design was selected, seamlessly merging tradition with modernity. Each store’s new identity retained a unique aesthetic but was tied together through shared colour palettes and visual motifs.

Brand Rollout & Implementation

The rebranding included new signage, print materials, and digital assets, ensuring consistency across all customer touchpoints, from in-store experiences to online platforms. The roll-out also involved creating templates for marketing materials that adhered to the brand guidelines.

The revitalised brand system breathed new life into all three department stores, successfully combining their historic prestige with a modern, luxurious appeal. Oberpollinger’s new logo was particularly praised for its elegant blend of past and present, setting the tone for the brand's future.