The company

Hagenbucher is a traditional and successful Swiss SME that has been owned by the same family for more than 60 years. Three separate companies had always taken care of its three business segments – piping, ditchless pipelines and exterior design.

The challenge

To bring the customer promise of “everything under one roof” equally to the attention of the outside world, all three companies were consolidated under one umbrella brand.

The solution

The umbrella brand not only brings transparency to the corporate structure, it reinforces a sense of belonging and identification in the staff across the whole group. Hagenbucher, the name we chose for the umbrella brand, was that of the company’s founders; in an environment dominated by acronyms, this concrete link to the past imparts a strong sense of identity while simultaneously setting the company apart from the competition.