product brochures with pictures of the Bauknecht Guy, the testimonial for the campaign in 2012

Bauknecht / Brand relaunch

It’s time for a change!
Brand relaunch and campaign development


For Bauknecht, the long-established German brand in the household appliances market, a new appearance had to be developed. A strategic repositioning, the development of a new brand claim as well as a new image campaign were part of the brand relaunch. In addition to a new concept for the visual brand look, product catalogues, print ads, brochures, promotion activities and a trade fair presence had to be created.


With a clear brand strategy and an innovative campaign idea, .PEPPERZAK. won the pitch against three competitors and thus secured for itself the international communication account of the renowned brand. Introducing the new relaunch motto “It's time for a change!”, .PEPPERZAK. asl lead agency presents the company's new brand appearance and sends a distinct signal for the repositioning. The claim “Bauknecht. Mehr als Technik” (“More than technology”) repositions the brand in a communicative sense. It describes the company's ability to offer its clients a particularly high degree of convenience, thanks to its innovative power, design competence and attractive services. For the visual look of the totally new brand appearance, .PEPPERZAK. developed an innovative campaign idea which up to now is unique in the household appliances market – the “Bauknecht Guy”. The usage of this brand ambassador gives a face to the brand, as well as a unique look. The Bauknecht Guy represents the brand's values and competences, makes it attractive for younger buyers and creates a clear differentiation from competitors. The Bauknecht Guy features in all means of communication produced by .PEPPERZAK.: image and product ads, product brochures, trade fair banners, end-customer flyers, image and product films, promotion activities as well as at the POS.

Brand appearance


Trade & Services