Baur and the animals
Following the huge success of Brothaus Baur, Edeka Baur asked us to develop another new brand: a specialist pet food and supplies store. The branding process began with naming the store, continued with logo design and extended to the design of print products and store signage.
The working title of this project was EDEKA BAUR PET SHOP. But, of course, that couldn’t be the end of the story. A brand development process like this involves reaching certain milestones. First, we established three framework conditions for developing our ideas. The EDEKA BAUR reputation for quality, built up over decades, had to be utilised. BROTHAUS BAUR was our own benchmark. The 25-year campaign, which also originated from our company, was to provide us with additional inspiration.
Finding the right name is always a very special part of branding. Six ideas made it into the final selection, from which a clear winner emerged that we absolutely love: BAUR UND DIE TIERE. It opens up wonderful associations, unobtrusively integrates the BAUR quality assumption, and implicitly renews the brand promise. It is also very important to us that the name is phonetically beautiful and has a perfect syllable rhythm.
When designing the identifying element — known in technical jargon as a figurative mark, but commonly referred to as a logo — we wanted to create something to accompany the highly successful launch of BROTHAUS BAUR. The shape of the house, the colours and the typography — i.e. the choice of font for the word mark — were therefore already set. However, for this specific purpose and target group, we took it a step further and gave the house a function: a space for pets. There was room for a dog and a cat. This deliberate deviation from the benchmark did not affect recognisability in the overall context, but added the decisive emotional component to the design. EDEKA BAUR, BROTHAUS BAUR and BAUR UND DIE TIERE — Edeka Baur, bread house Baur and Baur and the animals — are, for us, a perfect triad.
