Chäslaube

Chäslaube cheese shop is passing into the hands of the next generation. This Zurich-based delicatessen is well-known in the city: the NZZ has dedicated a heartfelt paean to its legendary Käsewähe quiche, while Gault&Millau calls its fondue ‘meltingly delicious’. Locals also queue up for raclette cheese or to select one of the 300-plus cheeses from the display case. 

From a culinary point of view, Chäslaube is perfect as it is: its approaches remain unchanged, as do its recipes. Its current appearance, by contrast, is not very inviting and its name ‘Chäslaube – Business Service’, is more reminiscent of a CRM provider than a marker of indulgence. That’s why we made it our mission to create an ‘up-to-date’ look for Chäslaube. 

Putting history centre stage and giving indulgence a face. 

Meet the ‘Gwunderi’, the charming heart of the new brand. This little boy peers curiously into the big milk churn, delight written all over his face. He represents the care and dedication with which the cheeses are selected and stored, and radiates both charm and friendliness. 

The journey of developing the ‘Gwunderi’ entailed a sweeping exploration of the world of fairy tales and stories about cheese. From alpine pastures and mice to cheese sommeliers, we looked at all kinds of ways to tap into Chäslaube’s culinary world, until we finally rediscovered the promise on the face of the ‘Gwunderi’: things are simply ‘a bit better’ here.

Chäslaube is now spelled with ‘mmmmm’.

Chäslaube is not only a sales space: it also offers a comprehensive range of catering services. As a result, it needs to be possible for the brand to take on a more sophisticated guise, in addition to the figurative mark. With the elegant serif font, the dark blue hue and plenty of white space, its look creates a simple yet enticing world. 

The flexible logo system, which can be responsively condensed and supplemented in different dimensions, is a key part of this. The figurative mark as a whole or just as a face. Chäslaube on its own or supplemented with Seefeld, 1921. A wordmark with the figurative mark or merely a ‘C’ with a face.

This variety can be used playfully and attractively in any way desired. From lettering and uniforms to packaging, the brand remains multifaceted yet unmistakable. And the recipe for this unmistakable branding is simple: the ‘Gwunderi’, the messenger, the culinary font and the striking colours of Seefeld blue and butter yellow. Bon appétit.

MADE understood us and brought us to life with our new brand identity. You only have to look at the expression on the face of the ‘Gwunderi’ – that says it all.

Leandra and Marc Lilljeqvist-Kunz, Chäslaube’s owners

The new look sees us lay the groundwork for the next chapter. We are delighted to be able to support Mark and Leandra on their journey.