Steiff expands brand presence with new visual language

Margarete Steiff GmbH is launching a new visual language with the aim of further developing the company's brand image after updating the logo last year. The new visual language includes both an overarching umbrella brand image and specific campaigns for the individual product lines "Friends", "Originals" and "Editions".

Brand communication with a global focus 

The umbrella brand campaign celebrates the 140-year brand heritage of Steiff's iconic teddy bears in a journey through time, while the campaigns for the "Friends", "Originals" and "Editions" product lines emphasise their unique characteristics and positioning. The "Friends" imagery humorously presents the cuddly toys in a monochrome environment, while the "Originals" imagery stages them in the natural habitat of their role models. The "Editions" visual language puts the high-quality collector's items in the right light as works of art. All campaigns are characterised by a common visual code and uniform branding.

Frank Rheinboldt, CEO of Margarete Steiff GmbH, was delighted with the new brand identity: "Steiff is a premium brand with global aspirations, which must also be expressed in brand communication. With our new campaign, we are establishing an international visual code for Steiff that showcases the brand and its diverse products in all their facets.“

Digital and stationary staging 

The implementation of the new Steiff visual language, which includes both videos and motifs, will start on 23 April 2024 with a strong focus on digital communication and a special focus on the digital and stationary staging of the premium brand. 

Source: https://myconvento.com/public/mail_view.php?jid=dWIlL4u0&t=2&l=22 and www.steiff.com