Schlegel Viktualienmarkt – Corporate Design

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Our drive was sin.This resulted from the apples and wines that are mainly offered at the Schlegel stand at the Viktualienmarkt. The apple stands for sinful fruit from paradise and if you will, the wine / alcohol (exaggeratedly formulated) stands for the sin of the present.

So our anchor in communication was sin and temptation. This is embodied as the serpent of Eden, which is a central part of the entire communication. To support this, we work with historical paintings, copper engravings showing Adam and Eve.In the story we are Adam and Eve - Schlegel the serpent from Eden who inspires us to seduce.On the bags, hoodies etc. we work with French sayings such as "Ferme ta Gueule!" (In English: Shut up) to silence our inner reason and which should invite us to sin ;-) Why French? Quite simply: French is the language of seduction.

The two aspects of paradise (Garden of Eden) and sin also play a role in the coloring. The dark green stands for nature, the paradise for the Garden of Eden and the neon pink suggests what it should stand for.Additionally, the Serpent of Eden in the primary logo represents an "S" which is Schlegel's initial. The other secondary logos snake with apple etc. can be kept very variable here and are easy to add or expand.