LANDI

If you go for a drive through the Swiss countryside, you’ll pass a LANDI. The retailer is omnipresent and unmistakable. But behind the well-known store brandies an entire universe: the cooperatives as the foundation and agricultural supply as the engine of Swiss agriculture. Three players, one name. While the stores enjoy enormous visibility, the cooperatives and the agricultural supply arm remain in the shadow of their own brand. We had already had the privilege of supporting its parent company fenaco with its refresh, so we knew what we needed to do for LANDI: to merge the three under one brand and tweak its appearance without reinventing it. Importantly, the retail sector itself was to be only marginally affected by this overhaul and refresh.

Finalising the unfinished

The LANDI lettering dates back to the sixties. It is characteristic, almost legendary, and has long been part of Swiss townscapes. When you scrutinise the details, however, it looks like a rough sketch and is inherently flawed: a logo that everyone knows and that has never been refined into final artwork. It’s time for the finishing touches. We draw in the lettering, adjust the gradient behind it and activate it with colour, transforming the familiar sketch into a precise brand that loses none of its familiarity.

Three sides of LANDI, one identity

Now the underlying groundwork has been laid, we can consolidate the brand architecture. The cooperatives, agricultural supply and retail business now operate under one common brand, which is differentiated in practice by means of clarifying additions. What used to stand side by side without comment is now given a system: greater structure, more transparency, better guidance for all target groups.

Working with the ingredients at hand

We also work with what’s there in the rest of the brand universe, focusing on modernisation and homogenisation rather than disruption. We rebuild the layout system and define it as a brand skill for digital and physical touchpoints under the same premises. And we put the brand in motion. Where LANDI used to be static, the brand skill Motion stipulates a lively, consistent form of expression. Various touchpoints, such as ’Contact' magazine and clothing, are also overhauled.

Guardrails and leeway

Operating more than 150 LANDI cooperatives under a single, consistent brand is a task in itself. To achieve this, we develop solid foundations that strike a good balance between guiding principles and creative freedom. For more clarity, and for more economy in brand management. The new standard has been established and is being rolled out on an ongoing basis. LANDI remains LANDI. Just fully refined.

Photography: Tina Sturzenegger