In spring 2023, the globally operating Wörgl-based company Berger Logistik approached us with the wish for a new website. Berger had previously engaged in an intensive internal strategic process of identity finding. One thing became clear in this examination: the look and feel of the brand no longer corresponded with the new, future-oriented self-image of the brand.

Collaboratively with the client, based on the results of the internal process for the strategic alignment of the company and its portfolio, the strategy team at BREITETIEFE developed the master narrative and thus the new brand core of Berger Logistik in a series of workshops. An important part of this was also identifying the company's heterogeneous target groups - both employee and customer-side. Their needs and requirements are, in our understanding, a central and essential part of the communication strategy.

The strategy paper developed by us was our rulebook, if you will, the legal text or in this case also the guardrail within which the new appearance of the Berger Logistik brand must move. The results of the strategic process and the brand's core statements must be reflected in the new look & feel and clearly express what Berger Logistik stands for: Rethink SUPPLY CHAIN.

In the intensive examination and analysis, it quickly became clear: a new (color) coat is not enough.

The entire brand appearance was not only revised in all its sub-areas, but completely rethought - true to the motto: Rethink the BERGER DESIGN.

The realignment of the brand is reflected not only in the visual design but also in the entire communication strategy. The rebranding was much more than an aesthetic modernization - it was a conscious step towards a coherent and future-oriented brand identity. The new imagery conveys dynamism and innovation, while the revised color palette and typography clearly underscore the strategic repositioning. The design elements make the core message "Rethink SUPPLY CHAIN" visible and palpable.

The result is a brand presence that creates trust, provides orientation, and authentically represents the further development of Berger Logistik as a driving force in the relevant markets. With the new look & feel, it succeeds in communicating the strategic realignment consistently across all channels and making the brand identity tangible for all stakeholders.

The impact of the rebranding is clear: The new visual identity sharpens the external brand image. The new look & feel of the brand appearance communicates the new brand message at first glance. The modern, self-confident design signals innovativeness and future orientation. The consistent visual and communicative implementation of the brand content strengthens the brand in all relevant markets - both as a logistics partner and as an employer. Moreover, the new brand presence enables flexible and target group-oriented communication, allowing Berger Logistik to further consolidate its market position as a thought leader in the supply chain industry. The rebranding is thus not just a design change, but an effective tool for strengthening the brand on all levels.