Brand Identity:

Luzern is an eCommerce company that helps large and mid-sized companies such as Philips, Unilever, Glen Dimplex, Jawbone, PetSafe and Turtle Beach sell more of their products online. Luzern has developed a proprietary platform that handles all payment solutions, logistics and deals with all complexities that arise from selling to over 100 countries. The platform is supported by a team of world-class experts that knows what it takes to generate sales online and to improve conversion on websites. While the platform can deliver sales by providing access to new customers, the Luzern team is what drives the most additional revenue through constant monitoring, sales campaign and conversion-led optimization.

Together with the Luzern senior team, we set about creating a distinctive brand positioning and brand identity system that would mirror Luzern’s ambitions for the future.

Through a process of brand workshops, we developed the brand proposition ‘Accelerating eCommerce for ambitious brands’. This clear statement of intent provides clarity of purpose, highlights a key brand USP and celebrates the focus Luzern place on driving online sales for their clients.

The design approach took inspiration from the Swiss origins of the name, with a simple and structured approach to the identity and communications. The Swiss red is supported by a bright colour palette, that works with custom iconography and reduced graphic elements to give Luzern communications a unique identity with simplicity at the core. We directed a photoshoot at Luzern to capture the team at work, giving the brand an important human presence and warmth that is often overlooked by their competitors.

See the new identity and story on


  • Brand Strategy
  • Brand Identity
  • Brand Guidelines
  • Photography Library
  • Communications Templates
Email this to someoneShare on LinkedInTweet about this on TwitterShare on Google+Share on Facebook