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Brand Repositioning

TESTPOST RALF (EN)

(MODUL: TITLE) Wie kann man eine ikonische Marke, die seit über 90 Jahren als Symbol für saubere und gesunde Ernährung steht, neu gestalten? Mit einer ausgeklügelten Balance aus Tradition und Innovation, die den Zugang zu neuen Zielgruppen Realität werden lässt.

(MODUL: CONTENT) Gesunde Ernährung.
Für alle.

Das Unternehmen Schneekoppe steht seit über 90 Jahren mit ausgewählten Produkten für eine natürlich bewusste Ernährung. Am Fuß des Riesengebirges gegründet, wurde das Unternehmen benannt nach dem höchsten Gipfel, der Schneekoppe. Die Idee: aus ausgesuchten Bio-Rohstoffen Produkte herzustellen, die nicht nur natürlich, sondern auch lecker sind – frei von Gentechnik oder chemisch-synthetischen Schädlingsmitteln.

Bei Schneekoppe ist man überzeugt: Alle Menschen haben ein Recht auf natürliche und gesunde Lebensmittel. Gesundheit und Fitness sind für Weltmeisterkapitän Philipp Lahm das wichtigste Kapital. Als ehemaliger Spitzensportler, Familienvater und Unternehmer weiß er: Die vielen großen und kleinen Aufgaben im Alltag lassen sich nur dann dauerhaft bewältigen lassen, wenn der Körper bekommt, was er braucht. Der Inhaber von Schneekoppe ist überzeugt, dass alle Menschen im Rahmen ihrer Möglichkeiten etwas für die eigene Gesundheit tun können: Bewusste Ernährung, ausreichend Bewegung und Entspannung sollten in jeden Tagesablauf integriert werden.

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(MODUL: CONTENT) Neues Potential schöpfen.

Mit der Neuausrichtung als Exklusiv-Marke für budni, dem größten Drogeriemarkt in der Metropolregion Hamburg mit weiteren 195 Filialen im Norden und Südwesten Deutschlands, stand die Marke vor der Aufgabe, den Markenauftritt zu überarbeiten, um sich einer breiteren Zielgruppe zu öffnen.

Schneekoppe beauftragte Studio VEH mit dem Redesign des Markenauftritts sowie der visuellen Konzeption der neuen, budni-exklusiven Produktlinie.

Doch wie gestaltet man eine solche Traditionsmarke richtig um? Das Ziel von Studio VEH war es von Anfang an, die Werte der Marke beizubehalten und ihr Erbe zu ehren, während der visuelle Auftritt moderner und dynamischer wird, um jüngere Zielgruppen mit anzusprechen.

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Das Markenzeichen, die verschneite Bergkuppe der Schneekoppe, steht seit Gründung als Zeichen für das Unternehmen. Das Unternehmen Schneekoppe geniesst höchste Markenbekanntheit: 72% aller Deutschen assoziieren die Marke Schneekoppe mit gesunden Produkten und natürlicher Qualität. Grund für Studio Veh, das Markenzeichen nur geringfügig zu modernisieren.

(MODUL: CONTENT) Blick in die Natur

Um mit dem Packaging Design zusätzlich eine jüngere Zielgruppe anzusprechen, dabei aber nicht die Positionierung als Clean Eating Marke zu verlieren, hat sich Studio VEH in die Anfangszeit der Marke zurückversetzt – den Moment, in welchem Fritz Klein mit dem Blick aus dem Fenster die Schneekoppe als Namenspatin für das Unternehmen ausgewählt hat:

Das Konzept mit dem Blick in die Natur war geboren.

Das Grundkonzept des neuen Verpackungsdesigns feiert die Schönheit und Vielfalt unserer Umwelt und natürlichen Ressourcen.

Die Bildmarke, der Berg Schneekoppe, wird dabei als illustratives Element plakativ in Szene gesetzt und bildet somit den optischen Rahmen für den Blick in die Natur, wie durch ein Fenster. Die Produktbilder und -informationen werden in und auf diesem Rahmen angeordnet.

Den Grundton aller Verpackungen bildet das ikonische Schneekoppe Grün als Zeichen der Wertschätzung für die Natur in ihrer vollen Pracht und Unberührtheit.

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(MODUL: CONTENT) Visuelle Orientierung für KundInnen

Wichtig im FMCG-Bereich: Eine einfache Orientierung am Marktregal. Studio VEH hat deshalb eine Farbsystematik entwickelt, welche jedem Produkt eine eigene Farbkombination gibt und damit sowohl einen klaren Indikator für Geschmacksmuster wie „schokoliert“ oder „leicht gesalzen“ bietet als auch KonsumentInnen eine einfache, doch klare und schnelle Unterscheidung gleicher Grundprodukte ermöglicht – zum Beispiel „Leinsamen geschrotet“ und „Leinsamen ungeschrotet“.

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Abgerundet wird das klare, elegante Verpackungsdesign von einer schlichten Typografie: Als Brücke zwischen Tradition und Moderne bringt die neue Markenschrift Obviously mit ihrer großen, schlanken Eleganz das Thema Clean Eating auf den Punkt und unterstreicht die Produktphilosophie des Unternehmens: so wenig Zusätze und Zutaten wie möglich – für natürlichen, vollmundigen Geschmack.

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Das Schriftbild wird in der weiteren Markenkommunikation im Rahmen der vorgegebenen Farbsystematik dynamisch ausgespielt, um das Credo der Marke und ihrem Gründer Philipp Lahm zu unterstreichen:

Gesunde Ernährung und ein aktiver Lebensstil machen Spaß und sorgen für innere Ausgeglichenheit.

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Alle Markenrichtlinien wurden in einem Online Brand Guide angelegt und an das Kernteam zur weiteren Ausarbeitung und Pflege übergeben:
> Schneekoppe Online Brand Guide.

Das Redesign von Schneekoppe ist jetzt auch auf Designrush zu finden –
> hier geht es lang.

(MODUL: CONTENT) Credits

Strategie & Creative Direction: Franziska Veh
Art Direction: Lind Haugaard
Design: Lind Haugaard, Laura Kjer Christiansen
Fotografie: Jule Felice Frommelt

Independence powered by solar energy

ENProjekt is driving energy independence across Berlin and Brandenburg. Based in Berlin, the company actively contributes to the expansion of green energy infrastructure throughout the region. By enabling businesses, public institutions, and private homeowners to generate their own electricity, ENProjekt creates the foundation for a more self-sufficient energy future.

Full transparency.
Optimized performance.

The photovoltaic market is vast — and often difficult for customers to navigate. While online calculators may appear transparent and promising at first glance, they rarely account for the unique characteristics of each property, leaving valuable potential untapped.

With nearly 20 years of experience, ENProjekt offers a different approach: every system is individually assessed and calculated on-site after a personal inspection — including all relevant costs and optimization factors. Whether for private, public, or commercial projects, the company’s core objective remains the same: delivering independence and long-term customer satisfaction.

The new ENProjekt brand mark symbolizes the connection between rooftop technology and the life within the building:

Embrace solar energy.

Live independence.

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Solar Technology

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Solar Technology

More than just technology

The brand colors reflect this idea of balance and interaction — combining a technical lilac grey with a vibrant yellow to unite precision and warmth. The palette is complemented by a bold blue and bright orange for illustrative applications.

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On the bright side of life

If ENProjekt were a song, it would probably be “Always Look on the Bright Side of Life” — at least when it comes to customer satisfaction. Every piece of print communication and marketing material builds on this optimistic mindset.

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Shine every day

Modern illustrations challenge the clichés of traditional solar imagery. Whether visualizing amortization calculations or the process of repowering, they make technical topics more approachable and engaging across every brand touchpoint.

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Team Credits

Strategy und Creative Direction: Franziska Veh
Claim/Text: Franziska Veh, Mark-Marcel Müller
Art Direction: Lind Haugaard
Design: Aditi Kapur, Felicia Usinto, Flora Titrikou
Illustration: Felicia Usinto
Development: Dilyana Bozhkova

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.

OLD Diversity defined

Progress on gender equality has been very low despite efforts in the last years. Better data presentation and verification of correlation is needed: Say hi to Gendex, Europe’s first Gender and Diversity Index, increasing access to women and diverse talents within the EU innovation ecosystem. 💥

The mission:
To be the B Corp for Diversity 🌟

Only 30% of all leadership positions are covered by women. Only 15% of European VC fund partners are women. And only 1% of VC funding in Europe goes to women-only teams. This is why Gendex is building Europe’s first Gender & Diversity index, in order to become the B Corp for Diversity.

Why is this important? Because there is a direct relationship between diversity and financial returns. For example, there’s a 2x revenue per dollar invested in startups with women founders, and a 9.7% uplift in profitability of exit VC firms with 10% more women partners.

The new index is based on agreed definitions and indicators that can be applied to startups / SMEs and to innovation investments actors in the EU.

Data on diversity categories other than gender, especially as regards discrimination based on ethnicity, sexual orientation, political beliefs, etc. are almost inexistent or very difficult to obtain. The goal is to generate new data thanks to primary research, to help stakeholders make evidence-based decisions – and to have as many companies as possible on the index, striving for inclusivity.

The founding team of Gendex, with Stephanie from Founderland as the project leader, reached out to Studio Veh to create an identity for Gendex. The desired outcome was a flexible identity with simple yet strong guidelines, that could be implemented and used by all project partners.

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Studio Veh came up with a concept that visualizes the index and embodies the aim to continually expand the list of companies included. 
It represents constant movement, development and the commitment to fostering change by promoting continuous growth and progress.

The logo adapts this concept and is opening up for content and visuals, symbolizing the every-expanding space for diversity, inclusivity and innovation.

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A bold type for
a bold message

Given our brand’s emphasis on presenting clear, understandable facts, we prioritize readability and precision. Simultaneously, our typography captures the bold, impactful essence of Gendex, mirroring a brand that is both steadfast and dynamic.

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Respect & innovation

The brand’s color palette is fundamental to the brand identity and perception. The goal is to attract attention with a modern and inclusive color scheme that conveys the brand values.

Purple, often associated with knowledge and respect, stands for diverse perspectives and experiences within an organization. It underscores the importance of treating all individuals with respect and fairness, fostering an environment where everyone’s contributions are valued and appreciated. Yellow, symbolizing positivity and innovation, underscores the importance of thinking outside the box to address diversity challenges and create inclusive environments.
A little sprinkle of a vibrant green suggests a sense of innovation, progress, and forward-thinking perspectives.

With those brand colors, we strive for Gendex to be recognized as a professional and trustworthy brand – one that is capable of changing the status quo.

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Celebrating Confidence

Gendex is a reflection of the people it represents, so showcasing them is essential. Without the individuals it serves, Gendex wouldn’t exist. The images we choose play a significant role in shaping how Gendex is perceived: We celebrate confidence, diversity, professional growth and individual strength.

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Empowerment from every angle

To cultivate a strong and professional brand presence, we’ve developed templates for presentations and reports that are in alignment with the brand’s mission and values. By providing these templates, we empower our team to effectively communicate our message while maintaining a cohesive and unified brand identity.

All templates and guidelines can be found on their online brand guide:
https://gendex.studioveh.com

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Sparkling a conversation

Our promotional products are a strategic way for us to connect with our targeted audience. These items are free and accessible, ensuring that people encounter our brand without any obligation to purchase. By distributing these products around the city or at events, we increase our visibility in a subtle and engaging manner. This approach allows us to spark curiosity and interest in our mission without being intrusive or pushy, creating organic opportunities for people to learn about and support Gendex.

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Credits

Strategy: Franziska Veh
Creative Direction: Franziska Veh
Art Direction: Lind Haugaard
Design: Lind Haugaard, Laura Kjer Christiansen
Animation: Laura Kjer Christiansen

Why walk when you can ride?

Investment rounds can be a time-consuming process, often involving extensive due diligence and negotiations, leading to delays in funding for promising startups. Saddle up for a refreshing and efficient experience for entrepreneurs seeking capital to fuel their ventures!

Cavalry is a Berlin based VC firm investing in companies that are on the path forward to effect positive change. With their early-stage venture fund they invest in software businesses across Europe in an “as early as it makes sense for the company” stage – often pre-product and pre-revenue.

Cavalry reached out to Studio VEH to sharpen their brand identity with a focus on their tone of voice. The aim: reflecting their attitude of keeping things simple and upfront without unnecessary due diligence – and, thus, reflect the brand name Cavalry:
In the fast-paced world of technology and entrepreneurship, Cavalry stands out as the prominent force in the realm of venture capitalism, that rushes in and fights the battle hands-on alongside you like a true cavalry.

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Saddle up for an amazing brand!

Cavalry exists to actively support founders in tech by providing capital, through operational support, and by activating an extensive network of entrepreneurs, scientists, industry experts, and specialists.

After having sharpened the above vision and mission of the company, the next task was to define their tone of voice as the core element of the brand.

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Tone of voice

We try to write like we talk. That’s our kind of professionality. It’s authentic. It comes from the heart and is shot from the hip.

Writing like you speak will help to establish a rhythm. For example, after a gunfire of words, a reader needs a little pause.
Right?

Let’s have a look at our brand character, and the language to convey it:

We’re fun! 🥳 Because success is fun. And success is easier to reach if you have fun doing so.

Thus, we speak enthusiastically (but not overly cheery). So we use words like yay!, Friyay, and amazing. 🙌

We are supportive (but not overbearing), we celebrate success, we are inspired by achievements and we try to encourage
new ideas. 🚀

Howdy, little problem!

As the team rides forth as the modern-day cavalry, standing tall, upfront, and unyielding in the commitment to champion honesty and transparency, this also reflects in their brand manifesto:

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To every changemaker, dreamer, idealist, yeasayer and pioneer who steps up to a challenge:

We’ve got your back – all along the wild ride ahead of you.

We will share with you lessons learned from our past battles so that you can be even better with us. Your tech product is going to make life easier for others? We will stand by you with our vast network of expertise, our hands-on experience, and our quickly established funding scheme.

So, stop counting tumbleweeds.
Saddle up to ride with us and – once and for all – take it easy.

We’re not a mirage. We are the hard working, setbacks toughened bunch of riders with quite a few war stories in tow. We’re the good so you can achieve great.

We’re the reinforcement.

We are Cavalry! 🤠

Vibrant Green and Yeehaw Yellow

This powerful brand reinforcement also had also to be reflected in the visual identity. We gave their existing word mark a little makeover and made it move. In addition, we defined a vibrant green as the main brand color to reflect both the brand’s bold attitude and its focus on tech businesses.

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From there, we developed a full design system, starting with the social media appearance, resulting in a full brand identity manual with detailed guidelines in order to enable the Cavalry team to create future brand assets independently.

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Team Credits

Strategy: Franziska Veh, Mark-Marcel Müller
Creative Direction: Franziska Veh
Text: Mark-Marcel Müller
Art Direction: Anna Lind Haugaard
Design: Aditi Kapur, Callum O’Neill
Project Management: Kiyoshi Stelzner

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.

Exceeding expectations

Mergers & acquisitions represent much more than mere numbers and figures. For the people involved, it embodies the culmination of a lifetime of hard work, dedication, and passion poured into building a successful business. How to live up to this as an M&A firm?

People-driven and hands-on

DoubleDigit Group, a boutique M&A company, is setting new standards in the industry with its unconventional and innovative approach.

Recognizing that selling a business is not just a financial transaction, DDG prioritizes a people-driven and hands-on strategy. They understand that entrepreneurs have poured their heart and soul into their ventures, and thus, the process of a merger or even letting go is often deeply personal.

With a dedicated team of experienced advisors, DDG goes beyond traditional methods, taking the time to connect with entrepreneurs on a personal level, understanding their aspirations and concerns. Through tailored solutions, creative negotiations, and genuine care for their clients, they guide entrepreneurs towards the perfect match for their business, ensuring that the sale not only maximizes financial gains but also honors the lifetime achievement of the entrepreneurs.

Pinoeering a new path forward

Together with the core team of DoubleDigit Group, Studio VEH developed a brand strategy and visual identity for the company over the course of several brand workshop sessions.

The essence: Always trying to exceed the expectations of every single client, DDG is empowering entrepreneurs to embark on the next chapter of their lives with confidence and fulfillment — and inspiring them to a new path forward.

Every transaction is based on the following values:


🡒 DDG is ambitious.
With every project, we try anew to far exceed the expectations of our customers.

🡒 DDG is curious.
We love challenges and think outside the box. We are inspiring and proactively shape things. We are never satisfied with the status quo, but create new ideas, ways and solutions through close collaboration at eye level.

🡒 DDG is hands-on.
We don’t just work to, we become part of the companies we serve.

🡒 DDG is passionate.
Our work is not a 9-to-5 job. We always give 100%.

🡒 DDG is direct.
We always give our honest opinion to our clients.

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Always one step further

The new figurative mark symbolizes the ambition of the whole team at DoubleDigit Group: They always go one step further than others — to exceed sales and follow-up expectations even beyond closing a deal.

DoubleDigit Group’s goal to exceed valuation expectations is also expressed in their new claim which we developed together with the client in a collaborative ideation process: Thinking your business bigger.
Because of the ambition to be able to negotiate even existing offers further up, DDG often exceeds the value for the company than the entrepreneur himself or herself expects.

Flexible solutions, flexible identity

Taking into account that DDG always comes up with flexible and often out of the box solutions, we translated their values into a flexible design system. The new DDG logo can adjust in width, symbolizing the tailor-made hands-on approach towards unconventional solutions and the brand’s aspiration to always go the extra mile for making each transaction a true success.

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Team Credits

Strategy: Franziska Veh, Mark-Marcel Müller
Creative Direction: Franziska Veh
Claim/Text: Mark-Marcel Müller
Art Direction: Anna Lind Haugaard
Design: Callum O’Neill, Aditi Kapur
Project Management: Kiyoshi Stelzner

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.

Who is applying to whom?

In today’s fiercely competitive job market, the war for talents rages on as organizations vie for the most skilled and qualified individuals to join their ranks. With the success of businesses increasingly reliant on attracting top talent: What is the best strategy to win the battle for the best and brightest?

HR in transition

On average, a job is unfilled for 131 days: Companies in the SME sector in particular have problems filling their vacancies.

The newly founded agency HRtbeat leaves the classic path of recruiting and combines marketing with HR to make employers attractive and credible — with a clear focus on the automotive, industrial and IT sectors.

Digital recruiting, encompassing online marketing strategies and tools, has revolutionized the way companies find and attract potential candidates. Leveraging digital platforms such as social media, job boards, and company websites, organizations can reach a wider pool of candidates, irrespective of geographical boundaries.

By utilizing targeted marketing techniques, tailored content, and employer branding, HRtbeat enhances an organization’s visibility and appeal to potential hires.

This approach also streamlines the recruitment process, reducing time-to-hire and enabling HR teams to identify and engage with the most suitable candidates efficiently.

Before founding the company, the HRtbeat team turned to Studio VEH to develop the brand strategy and visual identity.

Behind every lead is a person

“What does their heart beat for?” This question was decisive for the company name, HRtbeat: with the intention to make recruiting completely digital, but still 100% personal — because behind every lead is a person, with an individual profile.

In a joint brand workshop with the founding team, Studio VEH developed the complete brand platform and defined brand values, brand belief and brand purpose, as well as a claim based on the positioning in the market:
Recruiting am Puls der Industrie (=Recruiting on the pulse of the industry).

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Hi purple squirrel!

Based on the idea of the „purple squirrel“ — a term used in the recruiting industry to describe a candidate that is so perfect for a job that they are almost impossible to find — Studio VEH developed a full visual system for the brand with the goal that the whole HRtbeat team can use and work with in on their own for creating all future digital HR campaigns, including templates for campaign landing pages.

Team Credits

Strategy: Franziska Veh, Mark-Marcel Müller
Creative Direction: Franziska Veh
Claim/Text: Mark-Marcel Müller
Art Direction: Anna Lind Haugaard
Design: Callum O’Neill
Development: Ralf Büsch
Project Management: Kiyoshi Stelzner

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.

Thinking ahead for the future — Europe-wide.

The world is ever evolving, but how does a corporate with 150 years of company history stay current on the international market? Studio VEH’s answer: through a decisive realignment and a strong, independent positioning.

A new chapter

Vossloh Rolling Stock is building rail vehicles and platform concepts that constantly set new standards in their respective fields of application. With the new partnership with CRRC ZELC, new opportunities to make an important contribution to safe and eco-friendly freight transportation throughout Europe are presenting themselves.

Therefore, Vossloh Rolling Stock partnered up with Studio VEH: Over the period of 12 months, Studio VEH created everything from the new brand strategy, claim, product naming to a full visual identity including an extensive brand guide for both the brand Vossloh Rolling Stock and their europe wide service network, IMATEQ. In the next step, Studio VEH also developed and planned the full launch communication across all communication channels for the big launch at Germany’s biggest railway fair — InnoTrans.

A new strategy

We believe it is important not only to anticipate what lies ahead, but to grasp how what is coming may change the context of our lives and work. Hence, it was consequential for us to ask the question: What does Vossloh Rolling Stock want to stand for?

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After an extended competitor analysis and the development of a market matrix through various workshop sessions, we identified two strong trends in the market: Sustainability and adaptability. Both two strong aspects to help define the image territority and positioning of the brand.

Looking at the recent major developments in the railway transportation sector and the expertise of Vossloh Rolling Stock, the positioning became quite clear: Vossloh Rolling Stock is the specialist in sustainable adaptability.

A new commitment

Vossloh Rolling Stock pride themselves on working closely with their clients to design customised solutions. Individual and adaptable to their needs. They believe that only consistently expandable and flexible engines are sustainable and future-oriented in our ever-changing times.

This commitment is now expressed in their new claim: Sustainability in motion.

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Intelligent rail logistics stands for climate protection and low-emission economic growth. This requires not only a more efficient infrastructure. At the same time, the Europe-wide renewal of locomotives is on the agenda.

Vossloh Rolling Stock comitted themselves to play a significant role in shaping this development and thus actively contribute to climate protection.

This claim is embodied in their new brand vision and mission and led to the company’s core values:

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Visual Identity

After defining the brand values, Studio Veh started developing the visual identity. Like Vossloh Rolling Stocks brand values, the brand’s design ethos and principles must be palpable in everything produced, internal and external.

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The new Vossloh Rolling Stock mark reflects a steady, grounded yet modern take on a brand that has not only existed for over a century with a rich history, but has thrived and become stronger overtime.

The figurative mark represents the flexibility and versatility experienced with a Vossloh Rolling Stock locomotive or service. It embodies a consistent and smooth transition and emphasizes a uniting force that is moving forward with confidence.

To convey Vossloh Rolling Stock‘s brand values as reliable yet adaptable and to maintain a consistent brand appearance across all media and channels, we developed a customized corporate font: VosslohRollingStock Whyte.

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The new corporate typeface from Vossloh Rolling Stock is a customized version of ABC Whyte, created by the type foundry Dinamo. The typeface, VosslohRollingStock Whyte, has a strong horizontal approach and caters towards the horizontal alignment of the new identity.

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For all layout applications, Studio VEH developed a consistent yet flexible design system to ensure the brand’s consistent appearance across all media and channels.

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For details, please visit their digital brand guide:
https://brand.vossloh-rs.com

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Mobility

The big launch

After the development of the visual system and the creation of the digital brand guide, we were responsible for the full launch communication around the international fair InnoTrans, where the new identity of Vossloh Rolling Stock and IMATEQ was officially presented for the first time. Planning all channels for internal and external communication – for employees, customers, press – pre and post launch, Studio VEH created a full roadmap for the rollout and various applications such as memos, presentations and the official press video for the kickoff event at InnoTrans.

Brand Repositioning

Mobility

Brand Repositioning

Mobility

Brand Repositioning

Mobility

Brand Repositioning

Mobility

Brand Repositioning

Mobility

Credits

Strategy: Franziska Veh, Mark-Marcel Müller, Jens Hofmayer
Creative Direction: Franziska Veh
Claim/Text: Mark-Marcel Müller
Design: Lind Haugaard, Aditi Kapur, Felicia Usinto, Callum O’Neill
Motion Design Brand: Stefan Sperner
Motion Design Social Media: Andryanto Wijaya
3D Renderings: muellerromca
Project Monitoring: Nea Kosma
Booth Design: undplus
Photography Booth: undplus

Growing memories

What happens to all the photos we take every day? And where are all the memories safe, even if the smartphone is broken or lost? The brand new answer: Simply collect the most beautiful pictures every month in a timelessly beautiful album.

In the age of smartphone cameras and packed calendars, it is becoming increasingly difficult for families to preserve beautiful memories. Anyone who wants to create a classic photo album is faced with a truly mammoth task.

As a father of two young children, Axel Lilienblum, the founder of Grow, was faced with just that. Why hasn’t there been a photo album that simply grows by a few pages with the most beautiful pictures every month? Grow was born.

Studio VEH was commissioned to develop the strategy and full brand identity: from the app store and website, to the UX & UI design of an uncomplicated and motivating app, to the final print product sent by mail: A monthly growing photo album that preserves memories of moments with the greatest personal value forever. Clearer than ever: timeless design, top quality and lasting value were the key requirements.

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

For Grow, loving bonds are the most important thing in life. Studio VEH created a brand that reflects this brand essence not only in the communication and album design, but in the entire customer experience.

The album consists of a high-quality linen folder that is filled month after month with ever new loving moments on high-quality archival paper. The logo had to look elegant and classy on it. In the same breath, it had to create an emotional connection that anchors Grow as a permanent fixture in the user’s life.

The signet is reminiscent of a seashell — and at the same time represents the fan of a book opened upwards, its leaves captivating the viewer like the rays of a sunrise. It seems like a souvenir of a beach vacation with the family. It warms the heart, brightens our minds in everyday life and awakens a feeling of contentment and joy that never gets old.

The shell functions as a stand-alone in the app logo as well as in all communication — also in combination with the logo font below in a clear, sans-serif font.

The typographic concept for Grow is a reference to past memories and at the same time opens the view to the present as well as the life ahead. A serif typeface meets a modern sans serif. The playful combination of serifs and sans serifs connects yesterday and today — and focuses on subscribers as keepers of past moments and creators of ever new memories.

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

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eCommerce

Brand Creation

Brand Repositioning

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eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

From the digital user interface to the haptic experience, the brand is brought to life in a holistic and detailed way. In the process, it naturally evokes memories of one’s own childhood and demonstrates how important loving relationships are in life. For all those involved, the development of Grow repeatedly gave rise to goosebump moments. Because of its great emotional significance, Studio VEH devoted itself to the final product with the utmost care at a very early stage, always keeping the coming generations in mind. That’s why the Grow folder, its accompanying slipcase, and the shipping packaging were designed with the environment in mind and produced with certified sustainable materials. In close communication with Axel Lilienblum and his family, Studio VEH was able to ensure that the result would meet the highest standards — and that even the youngest children would simply love it.

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

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eCommerce

Brand Creation

Brand Repositioning

ConTech

eCommerce

„The close collaboration with Studio VEH helped me to structure my initial ideas for both the brand and the product in a very efficient way. We are beyond happy with the result – from the app design to the final product – and are getting a lot of positive feedback from our customers.“

Axel, Founder of Grow

Brand Creation

Brand Repositioning

ConTech

eCommerce

Brand Creation

Brand Repositioning

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eCommerce

Team Credits

Creative Direction: Franziska Veh
Design: Lind Haugaard, Callum O’Neill
UI: Callum O’Neill
UX: Robert Siuda
Project Management: Kiyoshi Stelzner
Photography: Daniel Faro
Retouching: Alin Bosnoyan
Text: Mark-Marcel Müller



Uniting polarities

Voland, the devil from the Russian novel ‘The Master and Margarita’, and Quinten Quist from Harry Mulisch’s ‘The Discovery of Heaven’ were the inspiration for the name of the publishing house as opposing novel characters: Voland & Quist was founded on the principle that embracing polarities creates voices that you recognize among hundreds: powerful, unusual, experimental.

By encouraging the integration of seemingly contradictory thoughts and ideas, Voland & Quist creates a dynamic environment where diverse perspectives converge to drive breakthrough stories. With a broad range of publications from the recent literary scene of South-Eastern and Central Europe to multivolume picture books for children since it’s foundation in 2004, the publishing house today stands for courageous, emancipated, fresh literature that does not fit into any moulds or stereotypes. On the occasion of their 18th birthday, the publishing house teamed up with Studio VEH to take their brand identity to the next level and to give all publications a consistent appearance with high recognition value.

It’s better to cry in a cab
than in a streetcar

The first strategic task to address was the restructuring of all editions and publications Voland & Quist maintained over the years, in order to enable them to continue to grow. As a solution, Studio VEH developed an umbrella brand system that can house all existing and future publications in equal subcategories. This brand system consisted of VQ as the umbrella brand for general brand communication, and VQSONAR, VQAZUR, VQJUNG, VQVELO and VQTAXI as sub brands:

VQSONAR includes first translations from the younger literary scene of Southern, Eastern, and Central Europe.

VQAZUR gathers the selection of the former edition AZUR.

VQJUNG — the name gives it away — is the label for a younger audience featuring multi-volume picture books.

VQVELO hosts all publications keeping with the motto “Nothing compares to the simple joy of riding a bicycle.” (John F Kennedy), including calendars and graphic novels.

For VQTAXI, Marcel Reich-Ranicki’s statement „It’s better to cry in a cab than in a streetcar” gave it its name.

The in-house artist management, managing and booking events and projects by artists with an affinity for literature, is now called VQPlus.

A powerful sum

But how can it work to unify all these full-bodied personalities into a powerful sum of all its parts and at the same time express an openminded and cosmopolitan attitude?

By combining the significance of symbolism and inherent playfulness in the new identity, which also represents a unique position in the direct market environment.

Merging the company’s initials V and Q into one iconic, visually striking and memorable yet simple symbol – it celebrates the bold and independent legacy of the publishing house with all its polarities and dualities dancing together – good and evil, order and chaos, fate and free will — yet opens up a new, more seasoned chapter with a clear brand message.

The devil is in the details

Creating a striking symbol requires several rounds of typographic detail work: First, testing a typeface with angular Q tail, flattened Q tail and bottom-aligned flattened Q tail. For comparison, testing another more geometric typeface, matching the width of the V with the Q tail and aligning it.

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

After several rounds of refinement with line heights, spacing between the letters and the alignment of the V and Q stem’s diagonals, Studio VEH arrived on this final system for umbrella brand and subbrands, based on the same sign.

Brand Repositioning

Publishing

To express the brand’s core values – young and contemporary, imaginative and aware, colourful and always evolving — and to communicate the unconventional attitude of Voland & Quist with all its multifacetedness, a broad palette of brand colors was created that is as bold and unconventional as the publishing house itself.

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

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Brand Repositioning

Publishing

Putting even more emphasis on the unique and far-reaching personality, Studio VEH selected the typeface Mint Grotesk for the visual identity. It is a Grotesk typeface with a super fresh, almost eccentric nature that when used in its many weights and cuts, accentuates the charming personality of the brand identity quite perfectly. It’s a match made in heaven!

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

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Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

In the second phase of the project, the full visual identity was developed based on the wide-randing color scheme, and the very generous family of the typeface Mint Grotesk.

Preparing for the big identity launch at Leipziger Buchmesse 2023, Studio VEH created various brand collaterals such as business cards, paper bags, rollups, the preview magazine for fall 2023, enamel pins and elements for their fair booth. To announce and celebrate the new identity at Leipziger Buchmesse — the place to be for VQ’s target group — we booked the full cover of Börsenblatt, the magazine with the widest reach for book trade and publishing houses in Germany.

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Brand Repositioning

Publishing

Credits

Strategy: Franziska Veh
Creative Direction: Franziska Veh
Design: Aditi Kapur
Motion Design: Lind Haugaard
Portfolio Photography: Aditi Kapur

Highest service

There are completely new pitfalls that can be made in the service industry today. So often, companies are quickly dismissed by their users after a few frustrating clicks that lead nowhere. The key, therefore, to new peaks in customer satisfaction lie precisely here: reduction.

The UX design of the Lufthansa Service App was structured to ensure that customers are able to find the right solution to their problem in just three quick clicks. Lufthansa has seemingly countless contact options for a wide variety of problems, from lost luggage and terminal information to flight rebooking and the carrying of animals. In just three clicks, the app guides customers to an in-depth overview of the relevant contact options, and recommends the best way to get in touch, including providing information on contact availability and possible waiting times.

‘We have been working with Studio Veh and the CodeControl team for over 5 years: that speaks for itself. Franziska Veh and her team are always professional, flexible, innovative and extremely proactive.’

Thiemo Busch, Project Lead, Lufthansa

Large clients are often used to lengthy processes that exist at large agencies. Studio Veh, however, works as closely as possible with the team or client to significantly shorten the development time. Studio Veh is proud to collaborate with the developers at CodeControl who share the same mindset. Thus, the Lufthansa app went live just 10 weeks after the start of the UX conception.

The clarity and structure of Lufthansa’s new corporate design contributed significantly to the rapid development of the App. This brand identity provided an optimal basis for the development of the design and App logo. Studio Veh finally designed all user interfaces, from the splash screen to the feedback screen, as well as overseeing App Store Optimisation (ASO).

Whether packing a suitcase or downloading an app, the perfect outcome results from planning before you take off.

Team Credits

UX:
Robert Siuda

Design:
Franziska Veh

Project Mgmt & Development:
CodeControl

Hero Image:
© Deutsche Lufthansa AG

Do you have a project and need support? Let’s talk: get in touch via phone, through email or by visiting our studio! We look forward to hearing from you.