Character prevails.

SCHOLTYSIK NIEDERBERGER KRAFT
Brand identity for Carl F. Bucherer
Character prevails.
Consistent, unique brand character and a flexible
design system helps set Carl F. Bucherer apart in fiercely
competitive markets.
Problem
Building a Swiss watch brand
Headquartered in Lucerne, the Bucherer is one of the world’s
leading watch and jewelry retailers. In 2001 Bucherer decided
to address the increasing brand awareness of a demanding clientele through a new watch brand: Carl F. Bucherer. The goal
was to create a brand that can establish itself successfully in
growth markets as well as traditional ones.
Process
Creating character and consistent brand experience
SNK positioned the new watch brand and defined a characteristic brand world. With this as a basis, SNK designed the logo
and the entire brand identity and developed an easy design
framework that ensures consistent implementation of all brand
and marketing communication at all touch points.
Result
Flexible brand system, rapid international success
International market growth is achieved through and benefits
from independent implementation yet an easy to control brand
identity. Carl F. Bucherer has established itself as a new watch
brand by conveying the same brand values at every point of
contact: timeless aesthetics and uncompromising quality for progressive personalities who wear the watch. The flexible design
system allows enough latitude to accommodate specific brand
management requirements for example in Taiwan, Thailand,
Austria and Germany.
The Carl F. Bucherer brand combines the traditional art of watchmaking with high technological
innovation and the finest art of jewelry making.
www.yello.ch
Boris Blank, innovator of sound.
Not a follower of music trends.
Camilla Lindh, Model.
Freut sich aufs Älter werden.
The Manero Perpetual Calendar in 18 K rose gold is a perfect example
of Carl F. Bucherer’s unique philosophy. As an independent family
business in Lucerne since 1919, our passion for perfection and love of
detail have never changed.
Die Alacria Diva aus 18 K Gold, mit 46 Brillanten Top Wesselton vvs, 1,1 ct ist ein
schönes Beispiel für den einzigartigen Charakter einer Carl F. Bucherer und für
unsere Philosophie: Seit 1919 gehen wir unseren eigenen Weg – als unabhängiges
Familienunternehmen aus Luzern, das auch heute noch das Streben nach
Perfektion mit der Liebe zum Detail verbindet.
www.carl-f-bucherer.com
www.carl-f-bucherer.com
Carl F. Bucherer ads show strong, attractive personalities who go their own way.
Whether in Asia or in Europe – Carl F. Bucherer embodies
timeless aesthetics and uncompromising quality.
SCHOLTYSIK NIEDERBERGER KRAFT
CREATES AND ENHANCES BRAND IDENTITY.
Brand analysis
Brand development
Brand implementation
Brand management
Company/product
Status quo
Process analysis
Reference measurement
Brand strategy
Positioning
Brand architecture
Values
Vision
Mission
Brand world
Documentation
Guidelines
Specifications
Quality assurance
Monitoring
Supervision
Hotline
Certification
Progress assessment
Origin
History
Tradition
Competencies
Environment
Competitors
Stakeholders
Market development
Brand protection
Visual identity
Basic elements
Logo/wordmark
Colors
Typefaces
Typography
Image style
Materials
Layout behavior
Verbal identity
Naming
Claims
Text
Style/tone
Message
Acoustic identity
Acoustic logo
Brand theme
Soundscapes
Voices
Scholtysik Niederberger Kraft AG
Marktgasse 12
8001 Zurich
Switzerland
Tel +41 44 224 40 40
Fax +41 44 224 40 41
www.snk.ch
Launch
Motivation
Training
Road shows
Means and media
Stationery
Correspondence
Forms
Print media
Image brochure
Product literature
Annual reports
3-D design
Signage
Guidance systems
Point of sale
Exhibitions
Events
Trade fairs
Product design
Packaging
Digital media
Web design
Presentations
Audio/visual media
Film
Video
Incentive programs
Further brand development