Making the butcher a brand.

Beisser brand relaunch 2010

Task

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.

Beisser

Process

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.

Beisser

Idea

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.

Beisser
Beisser

Solution

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
Beisser

Result

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.

Beisser
Beisser

Collaborating Partners

  • Stephan Boekels, Jürgen Herschelmann, Johann Cohrs