Making the butcher a brand.
Beisser brand relaunch 2010
Beisser, a sixth-generation family-owned company, has a reputation for the finest meat products in Hamburg and even provided catering to Emperor Wilhelm II. However, only few people knew of the special quality of the company’s meat products as the stores looked like any other butcher.
In close cooperation with the founding family, research on product design trends and best case benchmarks was used as a basis to develop a brand model and a corporate design that both reflect this new brand.
The Beisser tradition was reinvented in an innovative and superior manner to convey the high quality of the company’s products. The creative starting point for this was a historic picture of butchers from the year 1896. The elements of this image were translated into modern iconographic design elements.
The corporate design, packaging ranges and shop design were created holistically for a new brand presence that unites innovation and tradition. Each detail was chosen with this directive: from the special tiles to the enamel signs and slate tablets in the store communication, up to the black wrapping paper for the meat.
Beisser turned profitable much faster than scheduled after the rebuild, established a new catering service – whose profits have doubled every year so far – and is currently opening a new gourmet stand in the exclusive Hamburg Alsterhaus. The initial project cooperation has developed into a long-term partnership for all of the company’s marketing activities.
- Stephan Boekels, Jürgen Herschelmann, Johann Cohrs