The previous identity of Switz Group was perceived as outdated and did not reflect the company’s evolution. Their website conveyed the image of a somewhat dated bakery business rather than an enterprise which invested across the entire value chain and looked to invest and build business across the globe.
While desiring to project a more worldly persona, Switz Group still needed to express its unique status as a family business looking to share and seek-out knowledge to build a better tomorrow. Therefore, it was essential for the new branding to respect the company’s heritage while looking forward.
The new brand mark, dubbed the ‘Dynamic Compass’, signifies forward-thinking and purposeful energy. It incorporates sleek, dynamic shapes reminiscent of the samosa, a product pivotal to the organization’s early success. Contemporary colours, gradients and typography were introduced to give the brand a modern edge.
The new identity also allowed for the clear identification of the different business verticals within the Group.
Disciplines: Brand Strategy, Brand Identity, Image Creation, Print Design