Unger
Redefining a luxury heritage brand.
Branded (e)Commerce
UNGER is a luxury heritage fashion house on Hamburg’s Jungfernstieg, known for exclusive, curated fashion and outstanding service since 1878. To stay ahead internationally and sharpen its brand positioning, the seamless integration of physical retail and eCommerce was the next step.
UNGER’s heritage and strong brand recognition provided the foundation for its next chapter. The brand realignment was built on three key pillars: a well-structured brand architecture, a visual identity that reflects its DNA, and an online store that translates the exclusivity and personalized service of the physical boutique into the digital space.
With the brand relaunch, the webshop became a key pillar of UNGER’s strategy. The seamless fusion of physical retail and digital shopping creates a cohesive customer journey, placing individuality, exclusivity, and personalized consultation at the center of the experience. UNGER continues to define high-end fashion retail, offering customers a curated, luxurious shopping experience – whether online or in-store.
UNGER as a House of Brands
The new logo and overall brand presence are based on a well-thought-out umbrella brand strategy. UNGER presents itself as a “Family of Brands” with various retail formats, including the flagship store, UZWEI, and the online shop. The portfolio is further expanded with the in-house UZWEI collection, UZWEI Kids, a beauty corner, and additional subbrands.
The goal was to create a clear, intuitive structure that brings the UNGER universe together under one cohesive brand identity. A home where every generation of customers feels at ease. This vision of the “House of Unger” is also reflected in the new logo.
Visual Identity with Hanseatic DNA.
The new design captures the essence of Hamburg and UNGER’s heritage. The location in the Kaisergalerie, the nearby fleet waters, and the city’s iconic trading houses all inspired the visual identity.
This aesthetic is reflected in the new logo: the mirrored and hatched design of the second “U” echoes the reflections on the water. The color palette also tells a story. Deep blue and warm brown symbolize water and coffee – two elements that uniquely define both Hamburg and UNGER.
“At UNGER, every customer has a dedicated personal advisor if they wish – we aim to be a fashion partner, not just a retailer.”
Personalized Consultation and Curation Across Every Touchpoint
As a Hanseatic fashion house, UNGER has always stood for excellent service and personal consultation – not just in-store, but now online as well. The webshop relaunch brings a high-end shopping experience to a new level, offering a carefully curated selection of over 200 national and international designers.
Personal consultation remains at the heart of the digital experience. Shopping consultants understand their customers’ needs and preferences, offering tailored recommendations – from curated wish lists to last-minute styling requests. The webshop is more than just an online store. It is a private shopping mall that seamlessly blends physical and digital luxury retail.
- TapLab
