Which brand codes characterise the Ratsherrn identity?
Ratsherrn modernisation - at any price?
The new #Brand identity of Ratsherrn Brauerei GmbH breaks with 2 fundamental aspects of the traditional beer market.
👉 #tradition: the breweries emphasise their long tradition and carefully strengthen their brand codes.
👉 #Sociality and community are emphasised in the campaigns.
#Modernisation is at the forefront at Ratsherrn and is staged disruptively in the current re-branding:
👉 The #brand signet, the Ratsherrn head, has disappeared on the label (= the most important advertising space!!!).
👉 The logo #Typo has a slimmer (condensed) design and therefore looks more modern and iconic.
👉 #Icons, which appear simple but standardised, complement each product to differentiate between varieties.
👉 #Colour codes, lots of green and other tones, communicate joie de vivre, differentiation and impact.
👉 The #core idea of the campaign focuses on deceleration in life and ‘slow brewing’ and plays on the green brand colour.
A brand is slowly established and lives from its recognisable codes. The Ratsherrn head can now only be found on the lid and therefore hardly plays a role; it has disappeared completely from the campaign.
When I drove past the ‘immer schön langsam’ poster here in Hamburg yesterday, I couldn't recognise the ‘beer’ segment - it was more of a cosmetic association. 🤔
#Modernisation also likes to come across as cool, distant and ‘abstract’. This relaunch does not strengthen the familiar brand codes, but is modern - almost at any price.
Whether modernisation has a positive brand effect must be questioned individually. There is an exciting study on this, which I will link to in the comments. Many thanks to Hernán Braberman for this.
The #findings are as follows:
👉 Consumers generally don't care whether a design is modern or not.
👉 Modernity is generally a very subjective judgement.
👉 Modernity is often associated with minimalism, but not in a positive way, as it can be generic, interchangeable, unspecific and cold.
Consumers want to be visually invited in and understand why this product is an enjoyable and ‘right’ purchase decision. Modernity alone does not fulfil this aspect.
The connection to a brand and its recognisability depends on established visual codes that ‘carry’ the brand. I recognised the brand through the head with Krause, not through the name and the lettering.
In this respect, I have my doubts as to how successful this step will be for Ratsherrn Brauerei.
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#brandintegritycreator #integritydesignhamburg#brandtransformation #strategischeMarkenführung #Redesign
LinkedIn Post: 31.05.2024 by Christina Rüter
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