KaDeWe — Eigenmarke

Task: Development of a private label for the legendary gourmet hall on the sixth floor of KaDeWe  — also known as the “Die Sechste” or the culinary heaven above Berlin. Solution: The brand icon deserves an own iconic brand portfolio - the concept “Die Sechste” quotes the history and architecture of the Berlin landmark. The famous façade becomes the key visual and graphic grid for all applications. Two new corporate typefaces are created from the defining wordmark. The interplay of old and new creates a modern appearance that preserves the history of the KaDeWe and continues the KaDeWe's history at the same time.