The Briefing:
The "Heinemann" travel retail brand has been adapted several times since its launch in 2008, but now required a comprehensive strategic overhaul.
Travel, shopping and media usage behaviour had changed and the media competition along the entire travel chain also had to be taken into account in communication.
Our contribution:
Strategy and
Brand Development
- Qualitative management interviews
- International market research on brand perception and customer needs in six countries
- Cross-team workshop series to develop the new brand positioning and values
- Board presentations and decision papers
- Development of the new brand identity including brand design, tonality, imagery and typography
- Implementation of the brand design at POS, web shop, app, CRM and promotions
- Brand documentation as a "single source of truth" in Frontify
- Controlling, project management, stakeholder alignment
Research: How do people actually travel today?
Target group research in 6 markets, creation of an insight study.
Collaboration: Development of the new brand positioning
Series of multi-stakeholder workshops
From research and strategy
to communication and brand design
Organic Style Guide:
Single source of truth in Frontify
Overview of various application examples
Overview of multi-channel brand design // Various applications (examples)
Thanks a lot.
We would like to thank the entire Heinemann Marketing team and Katharina Coen for their trust and good partnership.
Client Feedback
"superspring adapts to the special circumstances in our markets and works with us to develop the business strategically and tactically."
