German shoe manufacturer Josef Seibel announces extensive rebranding

Since it was founded in 1886, the international company has stood for masterful shoe craftsmanship and comfort. In the company's 135-year history, the focus has always been on further development, the company said in a press release.

As part of the brand relaunch, Josef Seibel is relying on extensive renovation and thereby strengthening the core of the brand. For this purpose, 6 pillars of the brand philosophy were defined, which summarise their own attitude to the topics of tradition, sustainability, comfort, quality and material, performance and fashion and which are visualised through corresponding illustrations in the external presentation.

“During our re-branding process, one of our partners used the quote ‘A proper crisis shouldn't be wasted’ from Winston Churchill. To a certain extent it then became our guiding principle, as it described our situation perfectly. We had the luck and the chance to reinvent ourselves during Corona and have worked on it with full energy over the past year. We are convinced that it is the right path we are on. In line with the Palatinate mentality, ‘Jo aller, weiter geht´s!’, we rarely look back and look optimistically into the future,” said Franziska Seibel, managing director for marketing, retail and projects.

“In our new Josef Seibel world, we are going a new way together with our customers. We keep pace with progress, are always driven by our passion for the craft and the inspiration from the diverse stories of our customers. Everything for a confident future that we will shape together, that we will experience together,” said Andreas Hillesheim, Josef Seibel company spokesman and head of marketing.

The branding and design were developed and implemented with the creative agency AEIOU from Düsseldorf.

“The new brand concept of Josef Seibel follows the credo: I go my way. Self-determined, optimistic and humane,” the release said.

The modern appearance of Josef Seibel is based on a flexible design system and will not refer to a single claim. In future, different messages will be used in communication in relation to the context.

The redesign of the brand logo includes various logo elements and enables playful handling. Standalone, as initials, with a statement or with pride, referring to tradition by adding the year of foundation 1886. For contemporary product staging, Josef Seibel relies on a modern colour scheme with black and white that underlines the brand's new look in an optimistic and accessible manner.

The design of Josef Seibel's website has also been fundamentally revised and the social media channels are also connected to the relaunch. The appearance of the brand at the POS is also given a clear makeover with the start of the autumn / winter 2021 season. Materials like wood convey the idea of sustainability.

At the company’s Hauenstein site, the last renovation work is currently underway on the ‘Josef Seibel Schuhfabrik’ and the affiliated Café 1886.

The new lines 1886 sneaker collection for men and women and sustainable Spirit of Nature within the collections are elementary for the contemporary orientation. They combine origin and tradition with modernity to a special degree and stand for the future topics of the Josef Seibel brand.

Fibre2Fashion News Desk (KD)