Mibelle AG in Switzerland and Mibelle Ltd in Great Britain develop and manufacture private labels for Migros and other retailers and brand manufacturers within the cosmetics sector (personal care). Mifa AG in Frenkendorf provides its services for the same companies within the market for detergents and cleaning materials (home care). All three companies, which constitute the “Near Food” segment of the Migros Group, operate in an increasingly highly competitive environment. By integrating the three companies under one strong umbrella brand with the brand name Mibelle Group, synergies should be used and the group should become No. 3 in the private label market in Europe. Mibelle entrusts Brandpulse with developing the positioning of the new umbrella brand, the brand design as well as the communicative measures to accompany the market launch of the brand.
In cooperation with the customer, Brandpulse develops the brand structure as well as the positioning of the new brand umbrella. The Biochemistry and Nutrition units, two highly innovative and internationally renowned profit centers, become sub-brands in the future, while the personal and home care units appear under a common brand umbrella. The Mibelle Group is positioned as a committed full service provider and specialist for creative solutions for personal and home care from a single source.
The newly designed logo and the new appearance are characterized by the common denominator of the business units, the “bubbles”. They portray the dynamic and the “sparkling creativity” of the group. In addition, key visuals are developed for each unit, which illustrate the respective business units and provide orientation.
Development of the brand positioning, development of key messages of the new umbrella brand as well as the launch communication concept for internal and external stakeholders, logo creation as well as development and implementation of the brand design programs such as corporate stationery, labeling, clothing and presentation, elaboration of a literature framework concept as well as concept development and implementation of image brochures, website, brand booklet for internal use as well as various giveaways and promotion materials, such as tote bags, mouse pads, etc.
