• New brand identity development
    • Brand hierarchy
    • Logo
    • Brand design
    • Brand story
    • Brand cards
    • Brand campaign
    • Image brochure
    • Business stationery
    • Various communication media


Comprehensive rebranding
of Bründl Sports Group

Bründl Sports

Bründl is leaving Intersport Group after 49 years. One of the most successful sporting goods retailers and largest ski rental business in the Alps, the family-owned company is repositioning itself – embracing an unmistakably modern brand as part of an extensive rebranding process. The Brand Design and Brand Strategy teams at Zeichen & Wunder focused specifically on the DNA and what makes the Bründl brand so special – including the logo, corporate design, brand story, business materials, launch campaign and implementation.

Bründl Sports has been a family-owned business for over 60 years, and this is clearly visible. The new logo and symbol creates an emotional connection to the company’s history by “quoting” Christoph Bründl’s signature. The effect is independent, dynamic, charming and unique among industry players. In addition to refining the brand identity, we worked with our client to develop a brand story. It pulls all of the facets of Bründl’s history together, providing an important tool for communicating this monumental change process.

The campaign idea also reflects the core of the brand. Employees provide the testimonials in line with the theme “Menschen begeistern” (“Inspiring people”), sharing their own personal passions for sports. At the same time, they communicate the company’s values and the brand’s change process. Naturally, the photo shoot for the six different motifs took place in the local mountains, featuring company employees as the characters.

The striking brand design reflects the colours, emotions and visual elements of the surrounding mountain landscape. Deep “mountain blue” and fresh “glacier blue” combine with a vibrant red accent. The visual identity also incorporates pixelated mountain silhouettes and emotional sports photography. It provides the basis for versatile communication materials, including the newly developed customer card, image brochure, POS measures, paper tote bags, employee fashion and vehicle branding.

“We are one of Austria’s strongest sporting goods providers, and we are remarkably unique. With our new look, we can now express our pride in our brand to the world. This is why we have Zeichen & Wunder at our side on this journey – an extremely competent, award-winning agency partner.”

Christoph Bründl

Geschäftsführer der Bründl Gruppe

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