The brands Derendinger, Technomag, E. Klaus, Normauto and Matik, which belong to the Swiss Automotive Group (SAG), are shifting up a gear together and joining forces under the new “Derendinger” brand. This has resulted in a completely new brand world. The successful merger of the five brands is a milestone in Derendinger’s more than 90-year corporate history – and the consistent continuation of the path that the Swiss Automotive Group has been following since 2009.
Together with the client, Suan revised the brand strategy and formulated the target groups. On this basis, a completely new brand was created, which was enthusiastically received by Derendinger and its customers.
Visual language: The people of Derendinger
The imagery shows the people of Derendinger close up in their everyday lives and illustrates a wide variety of situations and products. The new workwear provides the lime accents in the picture, the background is slightly desaturated. The targeted use of depth of field in the foreground as well as background and special perspectives catapult the viewer directly into the situation. The out-of-focus elements also make it possible to tailor special image formats needed for the print media concept.
Another important design element that comes into play in layouts is the lime-colored pillar. This means that formats are divided vertically into neutral and green-yellow backgrounds in accordance with the golden ratio. The logo is always placed within this pillar: The combination strengthens the color branding, the association of the color lime with the brand.
In the print media concept, headlines and images may overlap the pillar area or be cut by it. That is the case with the image brochure, where the pillar is its own abbreviated front page, covering the photography and arousing curiosity about what lies behind. In addition to print media and the website, workwear, car lettering, and soon store signaling will complement the redesigned brand touchpoints.
The successful launch of the public appearance was on September 1, 2023 at the Swiss Automotive Show (SAS) in Fribourg. Visitors to the trade fair encountered the newly designed “Derendinger World” booth first, before entering the exhibition hall. The video of the brand launch already accompanied the unveiling in front of the staff (for sound play directly via Vimeo). The Big Bang could not be missed: various give-aways were distributed among the visitors and also the central bar presented itself in the new Derendinger dress.