The Challenge
The development of the Mibelle Group umbrella brand sustainably strengthens the “Near Food” segment of the Migros Group. In an increasingly competitive market, the new brand architecture unites three key companies: Mibelle AG (Switzerland), Mibelle Ltd (Great Britain), and Mifa AG (Frenkendorf).
Strategic Brand Development
The three companies develop and manufacture high-quality private labels for Migros and other leading retailers and brand manufacturers:
– Personal Care: Innovative cosmetic products from Switzerland and Great Britain
– Home Care: Forward-thinking detergents and cleaning materials from Frenkendorf
– Biochemistry & Nutrition: International cutting-edge research as independent sub-brands
Innovation Through Synergies
The strategic integration under the Mibelle Group umbrella brand aims to optimize synergies and strengthen its position as No. 3 in the European private label market. As a full-service provider, the group develops creative solutions for personal and home care from a single source.
The New Brand Design
The brand design developed by Brandpulse visualizes the group’s DNA through characteristic “bubbles”. These symbolize:
– Dynamic innovation power
– Sparkling creativity in product design
– Agile development processes
– Sustainable value creation
Comprehensive Brand Implementation
Brandpulse realized a holistic brand concept:
1. Strategic Elements
– Brand positioning and architecture
– Key messages of the umbrella brand
– Launch communication concept
2. Visual Branding
– Logo creation
– Brand design programs
– Business unit-specific key visuals
3. Communication Tools
– Image brochure and website
– Brand booklet for internal stakeholders
– Corporate design manual
– Giveaways and promotional materials
Measurable Success
The new umbrella brand strategy enables Mibelle Group to achieve:
– More efficient market development through bundled competencies
– Stronger market position in the European private label segment
– Enhanced innovation power through synergetic collaboration
– Optimized time-to-market for new product developments
