The Hamburg fashion company Bonprix presents itself in a new look and has developed a new logo and a new claim.
The new single-line logo in black says goodbye to its red predecessor and is intended to look more modern. In addition, it should be more digital. However, lowercase letters have been retained. The new claim is “Fashion made smarter” and replaces the previous claim “it’s me”, which is intended to reflect the positioning as a smart fashion brand. The new campaign, which has just started, is intended to sum up the sharpened profile.
“The changes we are now implementing are visible milestones in our brand transformation. We present ourselves with a visually contemporary and holistic approach in order to anchor our positioning even more firmly in the perception of our customers,” explains Lars Gerber, Head of Brand & Communication Global and responsible for the brand relaunch.
Further steps of the brand relaunch will follow successively in 2023. The focus is on the further development of the primarily digital touchpoints such as the Bonprix app for an inspiring shopping experience.
