REBRANDING
PICARD LAUNCHES REBRANDING TO B2C AND FOCUSES ON MODERN MARKETING STRATEGIES
OBERTSHAUSEN, AUGUST 28, 2024 – PICARD is presenting a comprehensive realignment to consumers for the fall/winter 2024 season. The premium bag brand has a modern look and is focusing on future-oriented marketing strategies.
As part of a rebranding, which was developed together with the Frankfurt design agency Arndt Benedikt, the family-owned company, which was founded in 1928, has redefined its brand identity. The focus was on preserving the roots and adapting to the spirit of the times. “Our aim was to evolve while remaining true to our core values,” emphasizes Janett Lorenz, Head of Marketing at PICARD. "In intensive workshops with the company's most important stakeholders, we worked with Arndt Benedikt to develop new brand guidelines, clear imagery, a modern claim and a new corporate design.”
With almost 100 years of fine tailoring tradition, family values and aesthetic, high-quality products, PICARD is confidently positioning itself in the premium segment while still focusing on the guiding principle “Inclusive for the many, instead of exclusive for the few.” The new brand claim “MY BAG. MY STORY.” encourages people to write their individual life stories and live their personalities.
In addition to the rebranding, PICARD is launching a new online store and strengthening its digital presence. With a targeted influencer marketing strategy and social media campaigns, the brand appeals to a digitally savvy, cross-generational target group. Authenticity, diversity and a lively visual language are at the heart of the new communication, which is supported by strong collaborations with influencers.
The brand is also investing more in stationary retail: new POS materials and advertising materials ensure a uniform, modern appearance at the point of sale. In addition, PICARD is also providing the new marketing material for its retail partners' own channels, whether for their online store or social media, as well as brand workshops conducted by the PICARD sales force. These measures ensure that the realigned PICARD brand world can be experienced not only digitally but also offline.
Georg Picard, CEO of PICARD: “We accompany people through precious moments. For a lifetime. Across generations.”
OBERTSHAUSEN, AUGUST 28, 2024 – PICARD is presenting a comprehensive realignment to consumers for the fall/winter 2024 season. The premium bag brand has a modern look and is focusing on future-oriented marketing strategies.
As part of a rebranding, which was developed together with the Frankfurt design agency Arndt Benedikt, the family-owned company, which was founded in 1928, has redefined its brand identity. The focus was on preserving the roots and adapting to the spirit of the times. “Our aim was to evolve while remaining true to our core values,” emphasizes Janett Lorenz, Head of Marketing at PICARD. "In intensive workshops with the company's most important stakeholders, we worked with Arndt Benedikt to develop new brand guidelines, clear imagery, a modern claim and a new corporate design.”
With almost 100 years of fine tailoring tradition, family values and aesthetic, high-quality products, PICARD is confidently positioning itself in the premium segment while still focusing on the guiding principle “Inclusive for the many, instead of exclusive for the few.” The new brand claim “MY BAG. MY STORY.” encourages people to write their individual life stories and live their personalities.
In addition to the rebranding, PICARD is launching a new online store and strengthening its digital presence. With a targeted influencer marketing strategy and social media campaigns, the brand appeals to a digitally savvy, cross-generational target group. Authenticity, diversity and a lively visual language are at the heart of the new communication, which is supported by strong collaborations with influencers.
The brand is also investing more in stationary retail: new POS materials and advertising materials ensure a uniform, modern appearance at the point of sale. In addition, PICARD is also providing the new marketing material for its retail partners' own channels, whether for their online store or social media, as well as brand workshops conducted by the PICARD sales force. These measures ensure that the realigned PICARD brand world can be experienced not only digitally but also offline.
Georg Picard, CEO of PICARD: “We accompany people through precious moments. For a lifetime. Across generations.”