New brand identity: Läderach launches pilot store in Sihlcity (Zurich)
- Läderach is honing its brand positioning with a refreshed visual identity
- Läderach will open a pilot store at the Sihlcity shopping mall in Zurich on February 28
- The new store concept will be thoroughly tested for a period of three months
Bilten, February 28, 2023 – With a sharply honed identity and a new brand image, Läderach is positioning itself more clearly and making itself more relevant for its customers. The goal is to combine premium chocolate with an unmistakable Läderach customer experience.
The new positioning will strengthen the corporate culture and offer guidance to both new and current employees. The new visual brand identity will be expressed through a redesigned logo and new visual elements that consciously reflect Läderach's many achievements while at the same time highlighting its premium quality standards.
In the first phase, the new brand identity and the store concept will be thoroughly tested with a pilot store in the Sihlcity shopping mall in Zurich from now until summer 2023. Next, customer and employee feedback will be evaluated, and the concept will be adjusted as needed. The global launch of the new brand identity is planned for early 2024.
“Our brand positioning is a key element of our aspiration to become one of the leading global premium chocolate retailers. We are developing continuously, we are growing, and – most importantly – we are becoming increasingly international: Today our customers can find our chocolate in more than 150 stores from San Francisco to Shanghai”, says CEO Johannes Läderach. “In order to achieve our ambitious goals in terms of growth, we will be positioning our brand more clearly both internally and externally and shifting our focus towards the customer experience” adds Patrick Farinato, Chief Marketing Officer at Läderach.
Läderach – chocolatier suisse
Läderach – chocolatier suisse, the Swiss chocolate manufacturer, stands for three core values: freshness, artisanal skills, and Swissness. Founded in 1962, the family company employs approximately 1,500 people from more than 50 countries across the Group, which is headquartered in the Swiss canton of Glarus. Läderach oversees the entire production process from the cocoa bean to the store counter and manufactures its chocolate exclusively in Switzerland. This makes them one of just a few premium producers to guarantee sustainable quality from the cocoa bean to the end product. The artisanally crafted premium products are sold at more than 150 Läderach chocolateries with sales locations in 15 countries, as well as via franchise partners in the Middle East and Asia. Chocolate lovers can also order the specialties from Switzerland in Läderach’s online shop (www.laderach.com).
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