Lobenbergs

Since 1992, Lobenbergs gute Weine has stood for wine enjoyment at the highest level, offering a lavish assortment of over 4,000 products and deep expertise in wines, winemakers, and regions. Lobenberg’s quirky tasting notes are famous, his catalog considered by some as a “bible,” and he has twice been awarded Wine Merchant of the Year.

Our excitement was therefore immense when Luca Lobenberg commissioned us to completely reposition the brand — shortly after taking over from his father, the living legend Heiner Lobenberg.

Despite its success, the wine market is changing: customers are younger, new providers spring up like mushrooms, and established players are investing heavily in their evolution. For well-informed and well-off wine buyers, aesthetics, technology, and service design are increasingly decisive when choosing their supplier. In short: the reputation of the “Good Wines” won’t maintain itself — it requires constant attention and action.

To give these efforts strategic direction, clarity, and impact, we began with a thorough stocktaking: qualitative interviews with selected customers and a market analysis, which then formed the basis for a workshop with management and key staff.

By the end of an intense day, we had formulated a clear picture of the brand’s core, its values, and tangible brand promises.

But above all, a strong image emerged: a lavishly set table, shared enjoyment, an invitation. This image became our guiding star for the work in the following months.

The new brand name, Lobenbergs, is compact — and future-proof, shifting the focus from the founder to the family.

Vereint im Genuss (which could be translated as »United in enjoyment«) — the new claim captures the accessibility and personality of this passionate family business. At the same time, it serves as an internal motto — as seen in free wine training for employees — and externally, through the highly personalized, telephone-based support for customers.

For the visual identity, we chose a typographic system that bridges traditional and contemporary references and is extremely versatile in application.

The vibrant colors of our design evoke in the viewer what happens when enjoying good wine: they charm, enchant, and overwhelm with aromatic richness and intensity.

That these colors are entirely atypical in a wine context underscores Lobenberg’s eccentricity and adds further character to the brand.

In short: a visual identity that is both high-class and inviting — making the face of Lobenbergs as unmistakable as the company itself.

Our friend Romas Stukenberg from NAMENAME supported us in analyzing and developing the brand strategy. The UX experts at of Unicorns and Lions translated our results into a new website for Lobenbergs.

From our guidance on corporate design and copy, we developed a style guide in close collaboration with Lobenbergs’ design team, which we implemented as a responsive website.