BRIEF
Since 1983, Swissmar has been known for quality European housewares. Following its integration into the Diethelm Keller Group, the brand needed a modern refresh to align with its global ambitions.
Despite the brand’s strong reputation in the market, the logo felt dated and the visual language lacked cohesion. My goal was to evolve Swissmar’s identity, giving it a modern look while preserving the heritage and recognition that customers trusted.
SOLUTION
I played a lead role in redefining Swissmar’s brand identity, from concept to execution. The rebrand was a collaborative effort between myself, our marketing team, and an outside agency, Arch’ve. Guided by two highly experienced creatives, I helped drive the creative vision and design direction that shaped the new logo, packaging, photography, and marketing materials, while gaining invaluable experience leading a large-scale rebrand.
BRIEF
Since 1983, Swissmar has been known for quality European housewares. Following its integration into the Diethelm Keller Group, the brand needed a modern refresh to align with its global ambitions.
Despite the brand’s strong reputation in the market, the logo felt dated and the visual language lacked cohesion. My goal was to evolve Swissmar’s identity, giving it a modern look while preserving the heritage and recognition that customers trusted.
SOLUTION
I played a lead role in redefining Swissmar’s brand identity, from concept to execution. The rebrand was a collaborative effort between myself, our marketing team, and an outside agency, Arch’ve. Guided by two highly experienced creatives, I helped drive the creative vision and design direction that shaped the new logo, packaging, photography, and marketing materials, while gaining invaluable experience leading a large-scale rebrand.
LOGO
The new direction for Swissmar focused on celebrating shared experiences rather than individual products. Known for its fondue and raclette sets, the brand’s essence lies in bringing people together around the table.
The new logo reflects this idea through a simple, symbolic mark inspired by an overhead view of a dining table surrounded by chairs. Five chairs were used to represent Swissmar’s five core pillars, while their asymmetrical arrangement adds a touch of playfulness and human warmth, a balance of precision and personality that defines the brand.
PACKAGING
Packaging was a major focus of the rebrand, with significant attention given to how the new identity would appear at retail. We retained Swissmar’s signature red and black palette to maintain brand recognition, while introducing an expanded colour system to create a more premium and timeless look.
The layout and typography were refined to convey quality and craftsmanship, while the new colour pallet allowed the food photography to take centre stage and pull in customers. The goal was simple: make people hungry, while positioning Swissmar as a high-quality, industry-leading brand.
PHOTOGRAPHY
I developed a new creative direction for Swissmar’s studio and lifestyle photography, establishing a cohesive visual language that unified all product categories.
I photographed and edited the product imagery myself, setting the standard for lighting, composition, and tone. For the lifestyle photography, I collaborated with Arch've to refine the overall mood and ensure both styles worked together seamlessly to strengthen the brand’s visual identity.
MARKETING
Rolling out the new identity across all supporting materials was where the brand truly came to life. I designed a new product catalogue featuring updated color, typography, with new studio and lifestyle photography.
Together with the team, I developed a suite of marketing materials including posters, banners, and social media templates, all aligned to the new visual language. I also created a logo animation to communicate the meaning behind the new mark and provided creative direction for the updated website, ensuring a cohesive brand experience across every touchpoint.
