Bächli Bergsport

Rebranding

Higher is better

With the brand refresh, Bächli sets new accents, celebrates mountain sports as a lifelong passion and positions itself as a leading brand in the Swiss outdoor community. It's a matter of the heart for evoq.

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.

Customer

Bächli Bergsport

Services

Brand positioning

Redesign branding

Editorial design customer magazine

UX/UI Design

Print media design concept

Shop exterior design

Development of summer and winter campaigns

Posters

Advertisements

Programmatic advertising concept

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"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

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