{"id":2644,"date":"2025-11-19T15:33:44","date_gmt":"2025-11-19T14:33:44","guid":{"rendered":"https:\/\/human-centric-branding.de\/case-study-braun\/"},"modified":"2026-03-11T11:09:26","modified_gmt":"2026-03-11T10:09:26","slug":"case-study-braun","status":"publish","type":"page","link":"https:\/\/human-centric-branding.de\/en\/case-study-braun\/","title":{"rendered":"Case Study: BRAUN"},"content":{"rendered":"\t\t
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Relaunch
Braun Household <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Braun_Website-02\"<\/figure><\/div>
\"Braun_Website-05\"<\/figure><\/div>
\"Braun_Website-01\"<\/figure><\/div>
\"Braun_Website-03\"<\/figure><\/div>
\"Braun_Website-04\"<\/figure><\/div>
\"Braun_Website-06\"<\/figure><\/div>
\"Braun_Website-07\"<\/figure><\/div>
\"Braun_Website.08\"<\/figure><\/div>\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t
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Navigation and packaging didactics
for an iconic brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Starting point<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Braun is a brand icon with global appeal. However, at the point of sale\u2014in retailers such as Saturn or MediaMarkt\u2014the packaging must take on the role of the salesperson. <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Challenge<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Clear navigation was required, built on customers\u2019 decision tree. In addition, an icon system was needed to make the benefits intuitively understandable\u2014without verbal explanations. At the same time, an upsell strategy had to be developed for each device cluster\u2014from entry-level to premium models. <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Our role<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We were commissioned to optimise the existing packaging design so that it conveys Braun as a design icon and its premium brand values, makes the purchase decision easier, and creates a sense of approachability.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Solution<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    \n
  • Visual benefit icons: reduced linguistic complexity and clear visuals for quick orientation.<\/li>\n
  • Shelf navigation logic: information didactics aligned with the consumer decision tree.<\/li>\n
  • Design hierarchy for upsell: an icon system that makes the value from entry-level to premium devices intuitively recognisable.<\/li>\n
  • Balancing iconicity and approachability: premium design codes are retained, complemented by product visuals that show the devices\u2019 everyday practicality.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Success<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    • Improved orientation: customers find the right device faster.<\/li>
    • Strengthening the premium strategy: premium devices benefit from clear differentiation and perceived value.<\/li>
    • Brand DNA made visible: the packaging presents Braun as an iconic brand that remains approachable.<\/li>
    • POS as a touchpoint: the packaging successfully takes on the role of the salesperson.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Conclusion<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      The relaunch shows how packaging design becomes a strategic brand tool: it simplifies the purchase decision, positions Braun as a premium brand icon, and at the same time maintains consumer closeness\u2014exactly the balance that makes the difference at the point of sale.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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      Case highlights:<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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