BERNS by Neumeister for Berns

BERNS

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Industry Hotels & Resorts, Restaurants, Pubs & Bars
Media Design & Branding
Market Sweden
Agency Neumeister
Creative Director Peter Neumeister
Designer Per Torell, Serhat Ferat
Released November 2011

Credits & Description

Category: Consumer Services
Advertiser: BERNS
Product/Service: BERNS
Agency: NEUMEISTER
Creative Director: Peter Neumeister (Neumeister Strategic Design)
Production Manager: Helene Mellander Holm (Neumeister Strategic Design)
Designer: Serhat Ferat (Neumeister Strategic Design)
Designer: Per Torell (Neumeister Strategic Design)
Final Art: Nico Paredes (Neumeister Strategic Design)
Media placement: N/A - N/A - N/A

Describe the brief from the client
Since its opening in 1863, Berns Salonger has been a landmark in Stockholm. Hotel, restaurants, bars, clubs and theatre ­– a classic venue, filled with so many sweet memories. Nevertheless, it was time to refresh the visual and communicative identity.

Describe the challenges and key objectives
The challenge was to stay true to the heritage and tradition of the brand and its surroundings alongside with developing a modern design.

Describe how you arrived at the final design
The name changes from Berns Salonger to simply: Berns – which is exactly what it always has been called. Also 'Salonger' is hard to pronounce internationally. The new identity changes according to where the guests are. Describing the multitude of possibilities that Berns has to offer, with 1 main logo and sub-brands.

(Salonger is Swedish for lounge or venue)

Give some indication of how successful the outcome was in the market

The new brand and all its elements were successfully launched in November 2011, as Berns was appointed the official hotel during the Stockholm Film Festival. There was an instant buzz in social as well as branch related media. The new branding assisted Berns to cross-communicate and cross-sell their services in a way that wasn't possible prior to the re-branding. It also helped gain a stronger awareness, both locally and internationally.

“Neumeister succeeded the complicated balance act of making all sub brands harmonize within one identity and brand strategy, without losing its unique nature and independence.” - Nanna Waktel: Marketing Manager, Berns.