GRETHER’S
Refreshing the iconic brand
The challenge
Grether’s is well known for its efficacy, high-quality ingredients, and vintage-look packaging. However, the presence of copycat products on shelves has cast a shadow over the original brand. To reconnect with its audience, Grether’s seeks to maintain its unique style and originality while conveying a sense of closeness to its consumers.
The solution
The design refresh strikes a balance between modernity and the vintage look that defines the brand's identity. The language and appearance have shifted from a product-centric to a lifestyle-oriented communication style, while still emphasizing the product benefits.
The focus on a clear, strong voice, which is the primary promise to all consumers, has a broad appeal and provides a solid foundation for rejuvenating and emotionalizing the brand’s image and communication.
The brand refresh aimed to highlight the uniqueness of the brand’s heritage and bring it into the present day. We achieved this by purposefully removing some ornamental elements from the design and adding a few distinctive elements with character.
The Grether’s tin has been an iconic and recognizable symbol for generations – a precious container of soothing pastilles that was often repurposed and used to store precious little keepsakes. With its refreshed design, it aims to continue being a companion for many generations to come. Its retro style remains instantly recognizable, yet its overall look feels lighter, less cluttered and more focused. Whether it’s emblazoned on a tin or a refill bag, the brand’s logo has become a more eye-catching element that ensures even better recognition.
To create a vibrant visual aesthetic for product ads, the products are paired with natural ingredients and pastilles. The combination of product and hero components highlights the company's philosophy revolving around natural ingredients.
To celebrate the tradition of the original soft pastilles for throat and voice, the year of the company’s foundation has been added to the logo as an optional element. To convey the brand’s genuine self-confidence and modernize the logo, the word “pastilles” no longer appears. A distinctive font reminiscent of the logo’s font has been introduced for the brand to express its unique character and express itself with warmth.
The brand’s imagery is founded on warmth and approachability. Nature itself and a natural look and feel play an important role as they underline the brand’s connection with nature and the naturally sourced ingredients it uses. The imagery focuses on portraying closeness and connection between diverse individuals at different stages of their lives.
With a collection of heartwarming moments that bring together an array of diverse characters, the newest Grether’s TV commercial highlights the brand’s commitment to providing a premium product for a diverse group of consumers with different needs. The commercial begins with a tribute to nature, a vital component of the Grether’s philosophy, then shifts to a more urban setting before concluding with a captivating performance by Swiss singer-songwriter Anna Känzig. The commercial was developed together with Shining Pictures and directed by Andreas Mäder.
Grether’s is a brand that unites individuals across generations who prioritize looking after throat and voice – even world-renowned performers like Ariana Grande appreciate its quality.
Website: grethers.ch
Responsible at Grethers: Uriel Frank (Head of Marketing), Aglaé Voetmann (Senior Brand Manager)
Responsible at Branders: René Allemann (CEO & Creative Director), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Thea Ferretti (Communications Director), Walter Tagliaferri (Advertising Director), Andrea Bissig (Senior Brand Designer), Palma Manco (Senior Brand Designer)
Responsible at Shining Film: Leonardo Sanfilippo (Executive Producer & Partner), Yanik Müller (Senior Producer), Antonia Grosse (Line Producer), Sandra Vacić (Postproduction Coordinator), Lukas Mäder (Director und Photographer), Jonas Steinbacher (DoP), Simon Hardegger (Colourist), Nicolas Bechtel (Editor)
