Brand relaunch at bonprix: Fashion company presents itself with new logo and brand identity

The international fashion company bonprix is unveiling a new look today: a single-line logo in black, which is more modern, digitally compatible and expresses its positioning as a smart fashion brand, together with the new slogan ‘Fashion made smarter’ sums up bonprix's value proposition. There have also been changes to the corporate design: among other things, the company has revamped its visual language and is showcasing the results for the first time in the new bonprix campaign, which will be highlighting the brand's spring trends from 9 March.

The fashion brand's sharpened profile, which is tailored to the bonprix target group and the digital age, is now visible in international web shops, apps and across all communication channels.

bonprix has developed strongly as a digital fashion brand in recent years and is now one of the top 3 online shops for fashion in Germany in terms of sales.* ‘The changes we are now implementing are visible milestones in our brand transformation. We are presenting ourselves in a visually contemporary and holistic approach in order to anchor our positioning even more firmly in the minds of our customers,’ explains Lars Gerber, Head of Brand & Communication Global and responsible for the brand relaunch.

New logo and new brand claim

The new bonprix logo appears in a font created especially for bonprix, handwritten with a dip pen and digitally optimised in a second step, giving it a modern yet feminine look. To achieve this, bonprix is moving away from its previous pictorial logo design and its familiar red colour scheme, which is quickly associated exclusively with attractive prices. Nevertheless, it deliberately plays on reminiscences of the familiar and retains familiar elements such as lowercase letters. The new logo has been tested in several core markets and has met with a very positive customer response in market research. The logo was developed in collaboration with the renowned design solutions manufacturer Studio Oeding in Hamburg, which also came up with the new brand claim ‘Fashion made smarter’ to replace the previous ‘it's me’.

Katrin Oeding, founder and managing director of Studio Oeding, provides insight into the relaunch process and the result: "The basis for the bonprix brand relaunch was the jointly developed strategy, which we then translated into a holistic corporate design. The positioning as a passionate, inspiring, authentic and smart brand is now visible in all branding disciplines. The most striking components are the logo, the individually developed brand font and the brand claim, together with the visual language. bonprix is now ready for the smart shopping experience of tomorrow across all channels."

Changed, modern visual language in new spring campaign

In a visibly changed visual language, bonprix's spring campaign, launched today under the motto ‘Spring is calling’, focuses on new perspectives, situational snapshots, and a lot of dynamism and lightness, as familiar from storytelling in the world of social media. The varied presentation of colourful styles with trendy pastel shades and floral designs whets the appetite for the warm season. For the first time, bonprix customers will also be introduced to the new logo with the slogan ‘Fashion made smarter’. The campaign was developed in collaboration with the digital agency oddity and will be launched internationally in a broad marketing mix, in particular with numerous online spot variants for various digital and social media channels, as well as through media and influencer collaborations, live shopping and radio formats.

Lars Gerber is convinced: "We offer our customers worldwide a diverse, fashionable and increasingly sustainable range at attractive prices – that's what bonprix stands for. With our brand relaunch, we are taking this promise to the next level in order to generate even greater recognition in the market. Brands are changing visually, especially in the digital space, so we are confident that our customers will enthusiastically embrace the new logo and corporate design."

Further steps in the brand relaunch will follow gradually in 2023 and will be visible to bonprix customers worldwide. The focus will be on further developing primarily digital touchpoints, such as the bonprix app, for an even more inspiring shopping experience.