A new chapter in the history of PICARD
Self-confident, approachable, bold, dynamic, full of joie de vivre, clear and modern - this is how we present ourselves with our rebranding for the fall/winter 2024 season. As a brand with 96 years of family tradition, it is important to us to remain true to ourselves and our core values while capturing the spirit of the times. Our new wordmark in elegant capitals and the clear, vibrant colors and imagery reflect this balance.
Our rebranding process was intensive and in-depth. In collaboration with our company's most important stakeholders and the Frankfurt design agency Arndt Benedikt, we developed new brand guidelines, clear imagery, a modern claim and a new corporate design.
With our claim “MY BAG. MY STORY.” we want to encourage people to write the individual stories of their lives and express their personal style. Our brand stands for inclusivity, authenticity and self-confidence, which is reflected in our visual language and positioning in the premium segment. Each bag is a timeless symbol of self-confidence and life experience - traditional craftsmanship meets attention to detail and design.
In addition to our rebranding, we have also completely redesigned our online store. Our goal was to create a shopping experience that is not only visually appealing, but also technically state-of-the-art - a reflection of our modern and dynamic brand identity. We redesigned the customer journey and product detail pages and restructured the homepage to further emphasize the unique character of our brand. But our commitment does not end online. We are also investing more in new POS materials and advertising media in our brick-and-mortar stores and our own stores at German airports.
With these measures, we want to ensure that our realigned brand world can be experienced everywhere and that our brand remains relevant not only today, but also in the future. We accompany people through precious moments - for a lifetime, across generations.
Our rebranding and the new online store are just the beginning. We look forward to writing the next chapters of our story together with you and accompanying you through your very personal stories.
Our rebranding process was intensive and in-depth. In collaboration with our company's most important stakeholders and the Frankfurt design agency Arndt Benedikt, we developed new brand guidelines, clear imagery, a modern claim and a new corporate design.
With our claim “MY BAG. MY STORY.” we want to encourage people to write the individual stories of their lives and express their personal style. Our brand stands for inclusivity, authenticity and self-confidence, which is reflected in our visual language and positioning in the premium segment. Each bag is a timeless symbol of self-confidence and life experience - traditional craftsmanship meets attention to detail and design.
In addition to our rebranding, we have also completely redesigned our online store. Our goal was to create a shopping experience that is not only visually appealing, but also technically state-of-the-art - a reflection of our modern and dynamic brand identity. We redesigned the customer journey and product detail pages and restructured the homepage to further emphasize the unique character of our brand. But our commitment does not end online. We are also investing more in new POS materials and advertising media in our brick-and-mortar stores and our own stores at German airports.
With these measures, we want to ensure that our realigned brand world can be experienced everywhere and that our brand remains relevant not only today, but also in the future. We accompany people through precious moments - for a lifetime, across generations.
Our rebranding and the new online store are just the beginning. We look forward to writing the next chapters of our story together with you and accompanying you through your very personal stories.