Weber-Stephen – the brand that turned a simple household item into an iconic lifestyle product, infusing even gourmet-averse consumers with a certain savoir vivre and generating an incredible amount of buzz along the way. This was done not by talking down to fans but by having a conversation and something meaningful to say. What is more, the unpretentious approach offered clear brand recognition and was highly original. With its natural, well-staged authenticity the design created a formal language all its own, one that is stringently executed, e.g. in the 360 degree Weber Original Store campaign or the Grill Academy. This is exquisitely implemented branding with a unique and inspiring visual approach, hitting a nerve with today`s consumer.
Hans-Jürgen Herr (president of Weber-Stephen EMEA),
Rolf Mehnert, and Professor Holger Schmidhuber (managing directors of Fuenfwerken Design AG) on the path to success.
Awarded 24 times
FORMATION AND TACTICS WE REDEFINED THE ENTIRE GAME.
”A brand should always be recognised, but also rediscovered again and
again. It’s not enough to create a one-dimensional ›bookmark‹ when you
really need a ›patchmark‹ that pieces together all the different facets of
a brand in one harmonious whole that has a functional purpose as well
as a certain level of originality (the message). A brand is not a state, but
a process, and the term ›patchmark‹ represents this individual, provisional
result from the perspective of the people who are enthusiastic about the
Professor Carl Frech, strategy and consulting, chairman of the supervisory board
Enough ideas, now time for action: in our first appearance we walk over hot coals for Weber
Just as a reminder, the Weber head office in the US intended to give up on the German market. Given the dominant penny-pinching mentality, people were just as likely to think of a Weber barbecue standing on their patio as they were to exchange chocolate eggs at Christmas. It really was a matter of addressing everything. But we believed in our success.
In a difficult market environment,
we wanted to help a sleeping giant gain new strength.
Weber has since claimed the top position in the relevant
set of its target group, establishing itself as Germany’s market
leader in the premium barbecue segment.
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”A good atmosphere on set, delicious food and a team I trust after such a long relationship. It´s a great partnership. That makes me feel comfortable in front of the camera during the shoot, and you can see that in the results.” Thomas Müller, PROFESSIONAL FOOTBALLER
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