Alpina is a household name. Our task was to reposition the brand to increase its appeal to a younger target group, as an agile brand for sport and lifestyle.
One particular challenge in the repositioning process was the fact that Alpina belongs to the uvex Group. So in rejuvenating the brand, it was not only important to gently guide the world-famous Alpina brand - which was established in 1980 - in the right direction and make it future-proof. It was also important to draw clear boundaries between Alpina and uvex, both internally and externally, since both brands target the market with the same product groups.
Alpina was given a makeover with fresh, vibrant colors. A new “wood” element was added to the brand image. This now appears across all communication channels, and reflects the brand’s affinity with nature. Based on the new brand concept, the original wordmark was retained, but given a contemporary makeover; the logo now appears in a more distinctive and self-confident guise.
New typeface for the younger generation
The Alpina font was also given a facelift. It is now fresher and more vibrant. In combination with the progressive coloring, these elements formed the basis for a contemporary and undoubtedly different brand image which was nonetheless clearly recognizable and offered a high level of flexibility for communicating in a wide variety of ways.
The next step involved aligning the imagery to the requirements of the rejuvenated brand. Here, the focus was on enjoying shared experiences. Active people discover new things together;they enjoy shared adventures and see their sport as a lifestyle that brings them closer to nature - giving them a unique sense of freedom and new energy.
Ultimately, we created an overall picture which was consistent and harmonious across all communication channels. The Alpina brand now appeals to a younger target group. And is equipped to face a promising future.
At the ISPO 2015, tribute was paid to the clear demarcation and clever, authentic positioning achieved by the new brand design and brand concept when it won the “ISPO Communication Award” in the “Rebranding Multichannel” category.