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SUAN Conceptual Design GmbH
Güterstrasse 233, 4053 Basel, Switzerland, 
+41 (0) 61 681 60 09, info@suan.ch, Imprint, Privacy Policy

Best selection since 1837.
Corporate design for Wieland.

Wieland AG is the oldest independent wine, beverages and spirits retailer in the canton of Graubünden. Culinary delights, tradition and the connection to their homeland represent the family business in its sixth generation. The company, which used to call itself Kellerei Wieland, prepares for a generational change sooner or later. Therefore this moment was well chosen to review their brand values ​​and redefine their corporate design by focusing on their almost 200-year-old tradition and commitment to the region.


Brand strategy
Brand design
Corporate design
Editorial design
Interaction design

EN Awards*


Claim and Application



Brand strategy

In collaboration with the text and concept forge wortgewandt, SUAN developed proposals for a brand strategy adapted to the new requirements. After editing the brand architecture, the name of the Graubünden family business was unified, which also ended the presence of two different brands.

In addition, the logo was redesigned with respect to the new brand values ​​and now corresponds more with the traditional, attached-to-their-roots brand. We have carefully matched white spaces and proportions of the individual elements. Corresponding to the strategy, the red color disappeared from the logo and made room for a very clear, color-reduced design.


The imagery makes use of mystical landscape photography from Graubünden. The intentionally chosen sections set color accents just as fine as the high-quality, dyed paper that is used in print media. Together with macro shots of materials such as wood and stone, they result in a close-to-nature overall picture. These materials are also being included in product photography.

Stationary and editorial design

The large-scale macro images of the materials and the open-pored, rough paper complement each other and ensure a holistic experience. For this purpose, fully colored papers are combined. Generously used white space in the editorial design forms an exciting counterpoint and creates a balanced appearance in combination with the image areas.

“What remained: our independence, our sense of family and the pleasure of wine and everything that goes with it.”
Family Wieland

Web design

Without affecting the structure of the existing website and the functional structure of the web shop, the new design elements and imagery can be consistently extended to the web design.


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