Challenge: The Swiss subsidiary of the Japanese coffee group Ueshima Coffee Company faced the challenge of bringing its long-established coffee brands Merkur, Giger, Rosca, Raygil, and Sima into the modern age. The goal was to achieve a contemporary design while preserving the long-standing history and craftsmanship of each brand. The repositioning was intended to maintain the brand-specific characteristics and regional roots while simultaneously increasing their appeal to existing and new target groups.
Solution:
• Brand Affairs developed a customized brand strategy for each of the five brands, taking into account their specific characteristics and history.
• Rawcut, based on this strategy, created new designs and logos that combine tradition and modernity.
• Special focus on balancing renewal and preserving the brand identity.
• Distinctive design for each brand that still reflects the family affiliation.

Result & Conclusion: The rebranding successfully transports UCC Switzerland's coffee brands into the present without neglecting their roots. The fresh designs combine a sense of tradition with contemporary aesthetics, thus appealing to both existing and new target groups.

"With this rebranding, we not only want to visually refresh our brands, but also demonstrate our appreciation for the Swiss coffee tradition," explains Susana Rico, Head of Marketing at UCC Switzerland.