The Swiss mountain sports pioneer reloaded
Hardly any brand has left a more lasting mark on Swiss alpinism than the pioneer Bächli Bergsport from Volketswil. Founded in 1974 and with 14 branches throughout the country, it is hard to imagine the Swiss outdoor scene without the company. With a comprehensive brand refresh, evoq has given the Bächli brand new radiance and an independent profile.
Returning to the roots
Many in our evoq team are often and gladly on the move in the mountains. Working on the traditional Bächli brand was therefore a matter of the heart. For Bächli, the rebranding represents a return to its alpine roots. The brand positions itself not only as the leading retailer with the largest range of products for mountaineers, climbers, ski mountaineers and hikers, but also as an active part of the mountain sports community.
From a sporty and ambitious claim to brand design
The completely renewed Bächli brand design shows contour and ambition. The familiar "Bächli horizon" has been reinterpreted and marks the brand's sporty, ambitious claim. The address to the audience in the campaigns is direct and activating. Accordingly, the imagery invites the viewer into the group and along on the journey. The central focus of the images is on the various mountain sports disciplines, portrayed in a genuine, eye-level manner without any staging.
Brand design at all touchpoints
Key media for the rebranding are the customer magazines "Inspiration" and "Selection" as well as the new webshop, which guides customers to their products with a clear UX design. The brand design will be implemented in all 14 branches throughout Switzerland.
"The great thing about working with evoq was that they were able to advise us comprehensively - from branding to UX design, from positioning to campaign work. And together we really gave the Bächli Bergsport brand a boost."
Jan Maurer, Marketing Manager
