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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.",{"type":220,"attrs":261,"content":262},{"textAlign":183},[263],{"text":264,"type":225},"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.","richText","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"0ec64b01-31d2-4997-8cb2-8b07dabdb36f\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"5c967bca-983c-451a-8f74-bb1eeb8c6ef5\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"bb7b5e91-5398-4842-bffd-71e52d531d09\", \"id\": \"164414905524597\"}-->",{"_uid":270,"layout":204,"columns":271,"component":233,"_editable":299},"2240f4f0-fb32-4a3d-bc49-c9f9043d5038",[272,280],{"_uid":273,"content":274,"component":209,"_editable":279},"9732afbd-2ebb-4dbb-9bac-56cab7da1bb9",[275],{"tag":242,"_uid":276,"text":277,"margin":26,"component":245,"_editable":278},"91158940-b4cb-484f-86a1-e0ddc8c7c9f1","Movement in the wine market","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"91158940-b4cb-484f-86a1-e0ddc8c7c9f1\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"9732afbd-2ebb-4dbb-9bac-56cab7da1bb9\", \"id\": \"164414905524597\"}-->",{"_uid":281,"content":282,"component":209,"_editable":298},"4df898db-c24e-4389-b649-b1534fb543fe",[283],{"_uid":284,"text":285,"component":265,"_editable":297},"58496720-5ed8-49da-a16b-0d9f3eaef74d",{"type":217,"content":286},[287,292],{"type":220,"attrs":288,"content":289},{"textAlign":183},[290],{"text":291,"type":225},"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.",{"type":220,"attrs":293,"content":294},{"textAlign":183},[295],{"text":296,"type":225},"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.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"58496720-5ed8-49da-a16b-0d9f3eaef74d\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"4df898db-c24e-4389-b649-b1534fb543fe\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"2240f4f0-fb32-4a3d-bc49-c9f9043d5038\", \"id\": \"164414905524597\"}-->",{"_uid":301,"images":302,"component":312,"fullscreen":26,"description":313,"_editable":320},"1a5ac1fb-afa0-405e-bd5f-3c782eaa72f3",[303,308],{"id":304,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":305,"copyright":22,"fieldtype":306,"meta_data":307},165387804402406,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F4b8a7f1324\u002Flob-1.jpg","asset",{},{"id":309,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":310,"copyright":22,"fieldtype":306,"meta_data":311},165387804435175,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F76b3602011\u002Flob-3.jpg",{},"images",{"type":217,"content":314},[315],{"type":220,"attrs":316,"content":317},{"textAlign":183},[318],{"text":319,"type":225},"Finding identity: Grabowski Böll and Lobenbergs in the initial workshop","\u003C!--#storyblok#{\"name\": \"images\", \"space\": \"287796335645945\", \"uid\": \"1a5ac1fb-afa0-405e-bd5f-3c782eaa72f3\", \"id\": \"164414905524597\"}-->",{"_uid":322,"layout":204,"columns":323,"component":233,"_editable":353},"c3daf25b-2575-4901-ba3c-f3a30a74cad3",[324,332],{"_uid":325,"content":326,"component":209,"_editable":331},"d78f68be-ba00-4a36-b31f-cf01811ad319",[327],{"tag":242,"_uid":328,"text":329,"margin":26,"component":245,"_editable":330},"55dfb4be-57c3-4a38-bb5b-1f77cd2356d9","A table that defines identity","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"55dfb4be-57c3-4a38-bb5b-1f77cd2356d9\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"d78f68be-ba00-4a36-b31f-cf01811ad319\", \"id\": \"164414905524597\"}-->",{"_uid":333,"content":334,"component":209,"_editable":352},"f5bd7397-438d-4c78-b553-ee34008575bc",[335],{"_uid":336,"text":337,"component":265,"_editable":351},"56b74a6c-48b1-49a2-b1af-85fd3aed438b",{"type":217,"content":338},[339,344,346],{"type":220,"attrs":340,"content":341},{"textAlign":183},[342],{"text":343,"type":225},"By the end of an intense day, we had formulated a clear picture of the brand’s core, its values, and tangible brand promises.",{"type":220,"attrs":345},{"textAlign":183},{"type":220,"attrs":347,"content":348},{"textAlign":183},[349],{"text":350,"type":225},"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.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"56b74a6c-48b1-49a2-b1af-85fd3aed438b\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"f5bd7397-438d-4c78-b553-ee34008575bc\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"c3daf25b-2575-4901-ba3c-f3a30a74cad3\", \"id\": \"164414905524597\"}-->",{"_uid":355,"images":356,"component":312,"fullscreen":186,"description":361,"_editable":368},"9bd145dc-b0c5-4579-aca2-01d5d34b1b1f",[357],{"id":358,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":359,"copyright":22,"fieldtype":306,"meta_data":360},165469740465415,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F3ca77df825\u002Flob-24.gif",{},{"type":217,"content":362},[363],{"type":220,"attrs":364,"content":365},{"textAlign":183},[366],{"text":367,"type":225},"New focus: Brand name and claim","\u003C!--#storyblok#{\"name\": \"images\", \"space\": \"287796335645945\", \"uid\": \"9bd145dc-b0c5-4579-aca2-01d5d34b1b1f\", \"id\": \"164414905524597\"}-->",{"_uid":370,"layout":204,"columns":371,"component":233,"_editable":399},"81da25f2-224e-406e-bc75-211457c56736",[372,380],{"_uid":373,"content":374,"component":209,"_editable":379},"0b3b51f3-e226-47ba-a469-075049ff3e52",[375],{"tag":242,"_uid":376,"text":377,"margin":26,"component":245,"_editable":378},"eb67cfab-f25a-4ff8-a94f-5d0a4a6311c9","Clear programme: New name and claim","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"eb67cfab-f25a-4ff8-a94f-5d0a4a6311c9\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"0b3b51f3-e226-47ba-a469-075049ff3e52\", \"id\": \"164414905524597\"}-->",{"_uid":381,"content":382,"component":209,"_editable":398},"b739b771-10ce-49af-9f9d-d14843a69337",[383],{"_uid":384,"text":385,"component":265,"_editable":397},"6bff6145-2933-48f2-afd5-e1f283c38a56",{"type":217,"content":386},[387,392],{"type":220,"attrs":388,"content":389},{"textAlign":183},[390],{"text":391,"type":225},"The new brand name, Lobenbergs, is compact — and future-proof, shifting the focus from the founder to the family.",{"type":220,"attrs":393,"content":394},{"textAlign":183},[395],{"text":396,"type":225},"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.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"6bff6145-2933-48f2-afd5-e1f283c38a56\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"b739b771-10ce-49af-9f9d-d14843a69337\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"81da25f2-224e-406e-bc75-211457c56736\", \"id\": \"164414905524597\"}-->",{"_uid":401,"layout":204,"columns":402,"component":233,"_editable":425},"d273b336-936f-4048-9f70-aaa1f89d7c7b",[403,411],{"_uid":404,"content":405,"component":209,"_editable":410},"73ba2cd3-feb9-49b3-9874-8e4d9d6242cc",[406],{"tag":242,"_uid":407,"text":408,"margin":26,"component":245,"_editable":409},"f3b96c67-450b-438b-bbd2-a77e401800b9","Distinctive visual language: Eccentric, elegant and contemporary","\u003C!--#storyblok#{\"name\": \"headline\", \"space\": \"287796335645945\", \"uid\": \"f3b96c67-450b-438b-bbd2-a77e401800b9\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"73ba2cd3-feb9-49b3-9874-8e4d9d6242cc\", \"id\": \"164414905524597\"}-->",{"_uid":412,"content":413,"component":209,"_editable":424},"931378b3-a0be-4d0e-a082-990b25cbbfe8",[414],{"_uid":415,"text":416,"component":265,"_editable":423},"cb99edce-53de-4b2d-846c-e8b28b06bc8e",{"type":217,"content":417},[418],{"type":220,"attrs":419,"content":420},{"textAlign":183},[421],{"text":422,"type":225},"For the visual identity, we chose a typographic system that bridges traditional and contemporary references and is extremely versatile in application.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"cb99edce-53de-4b2d-846c-e8b28b06bc8e\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"931378b3-a0be-4d0e-a082-990b25cbbfe8\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"d273b336-936f-4048-9f70-aaa1f89d7c7b\", \"id\": \"164414905524597\"}-->",{"_uid":427,"images":428,"component":312,"fullscreen":26,"description":437,"_editable":444},"46d8f432-126d-4ec3-afd4-5c1cc0383836",[429,433],{"id":430,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":431,"copyright":22,"fieldtype":306,"meta_data":432},165467947039751,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002Fac3c426fa9\u002Flob-4.jpg",{},{"id":434,"alt":22,"name":22,"focus":22,"title":22,"source":22,"filename":435,"copyright":22,"fieldtype":306,"meta_data":436},165467946580998,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F287796335645945\u002F3000x1313\u002F0444da6b33\u002Flob-5.jpg",{},{"type":217,"content":438},[439],{"type":220,"attrs":440,"content":441},{"textAlign":183},[442],{"text":443,"type":225},"Concept: Building blocks of a new Corporate Design for Lobenbergs","\u003C!--#storyblok#{\"name\": \"images\", \"space\": \"287796335645945\", \"uid\": \"46d8f432-126d-4ec3-afd4-5c1cc0383836\", \"id\": \"164414905524597\"}-->",{"_uid":446,"layout":204,"columns":447,"component":233,"_editable":476},"6060a037-a733-40c1-835c-31a9a6629998",[448,452],{"_uid":449,"content":450,"component":209,"_editable":451},"82a615a0-5a9a-4e81-b72b-cc620c864c96",[],"\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"82a615a0-5a9a-4e81-b72b-cc620c864c96\", \"id\": \"164414905524597\"}-->",{"_uid":453,"content":454,"component":209,"_editable":475},"2d9ca559-109e-4c65-a7ba-28782f274349",[455],{"_uid":456,"text":457,"component":265,"_editable":474},"ea12542d-d392-4f4b-abd0-3558d80d40d5",{"type":217,"content":458},[459,464,469],{"type":220,"attrs":460,"content":461},{"textAlign":183},[462],{"text":463,"type":225},"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.",{"type":220,"attrs":465,"content":466},{"textAlign":183},[467],{"text":468,"type":225},"That these colors are entirely atypical in a wine context underscores Lobenberg’s eccentricity and adds further character to the brand.",{"type":220,"attrs":470,"content":471},{"textAlign":183},[472],{"text":473,"type":225},"In short: a visual identity that is both high-class and inviting — making the face of Lobenbergs as unmistakable as the company itself.","\u003C!--#storyblok#{\"name\": \"richText\", \"space\": \"287796335645945\", \"uid\": \"ea12542d-d392-4f4b-abd0-3558d80d40d5\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"column\", \"space\": \"287796335645945\", \"uid\": \"2d9ca559-109e-4c65-a7ba-28782f274349\", \"id\": \"164414905524597\"}-->","\u003C!--#storyblok#{\"name\": \"columns\", \"space\": \"287796335645945\", \"uid\": \"6060a037-a733-40c1-835c-31a9a6629998\", \"id\": 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Ein Generationenwechsel führt zur strategischen Neuaufstellung – und zu einer Marke, die Exzentrik, Expertise und Genuss vereint.","Mehr erfahren","\u003C!--#storyblok#{\"name\": \"page\", \"space\": \"287796335645945\", \"uid\": \"de25adb3-7f6c-47cc-80a2-3d40e5237a4a\", \"id\": \"164414905524597\"}-->","lobenbergs","en\u002Fprojects\u002Flobenbergs",[],149506420735900,"8d88bfd0-a69c-4dad-af82-4e08271dae2e","2026-04-13T13:56:20.047Z",[],{"left":187,"top":187,"width":689,"height":689,"rotate":187,"vFlip":186,"hFlip":186,"body":690},24,"\u003Cpath fill=\"currentColor\" d=\"M6.4 19L5 17.6l5.6-5.6L5 6.4L6.4 5l5.6 5.6L17.6 5L19 6.4L13.4 12l5.6 5.6l-1.4 1.4l-5.6-5.6z\"\u002F>",1776326931875]