Client
Sanitärbez
Industry
Trading Company
Services
Corporate Design, Brand Relaunch
Be water, my friend! Sanitär Bez is THE bathroom authority from Reutlingen. Founded in 1949 as a supplier for essential goods, today the sanitary and heating wholesale company showcases on a 1,400 square meter showroom how exquisite comfort dreams can be realized in a 'wet cell.' Yes, Germans just love their bathrooms. The family business fulfills desires for ever-evolving trends in the most intimate retreat of the home with progressive expertise.
The brand’s identity includes the distinctive blue, the iconic bear mascot, and bold, provocative slogans on the company trucks, such as: "Maybe it’s time to upgrade your bathroom?"
Fundamentally, the Bez brand has always done many things right. However, the new generation of family leadership sought a refined touch from Hochburg, a delicate refresh, and a set of new fixtures.
After harmonizing the existing communications, the brand identity should flow more cohesively and uncover new potential: for digital channels and surfaces, for recruitment initiatives, and as a trigger for younger target audiences. With a bathroom by Sanitär Bez, bad hair days are a thing of the past.
A subtle refinement for the future.
We are traditionally very strong in flow and have smoothly delivered the design upgrade. Bez remains Bez, and more importantly, the Bez blue stays but is complemented by a pure white and vibrant blue. The creation of unique illustrations helps to establish a distinctive visual identity for the brand and, incidentally, solves the aforementioned stock photo problem.
"Bez remains Bez, and the famous bear has been cuddled, caressed, and reduced to its basic form. The legacy is preserved. The bear has grown up.
Clear design for digital channels and new target groups.
We are traditionally very strong in flow and have smoothly delivered the design upgrade. Bez remains Bez, and above all, Bez blue stays but is complemented by a pure white and vibrant blue.
Be water, be typo: A key part of the relaunch is the choice of the typeface Lufga (so you don’t have to search the internet for it), and it embodies everything Sanitär Bez stands for. It has a sharp edge, is clearly legible and stylishly unique, respecting tradition with elegance while also appearing visionary, and above all: it flows. Perhaps the best typeface ever designed for a sanitary company.
Clear design, strong brand: Bez is ready for the future.
The effectiveness of Lufga for branding, campaigns, packaging, social media, websites, or the fleet – especially when combined with other branding elements like high-quality drawings and illustrations – is evident in the case studies. The trucks are already getting a fresh wrap, and the website is in the works. Sanitärbez is now fit, young, more digital, clear, and defined for the future. A brand identity. And Bez remains Bez. For us, it ended with: Cool heads, cold, clear water.
