A brand that connects
hagebau
hagebau looks back on almost 60 years of success and today brings together more than 350 shareholders. As a result of this evolved structure, many different expressions of the brand have emerged over time. The result is a heterogeneous brand landscape without a unifying strategic framework, meaning that across retail and specialist trade, current and potential customers do not perceive a consistent and clear image of hagebau.
hagebau’s core strength is its sense of community. Guided by the principle “Zusammen geht das,” hagebau is positioned as a unifying master brand that brings together different formats and target groups under a shared mindset. The idea provides orientation, strengthens a sense of belonging, and translates the cooperative structure into a clear and recognizable brand identity.
In the future, hagebau will present itself under a strong master brand that brings together hagebau markt and hagebau kompakt in retail as well as hagebau profi in the professional trade. An evolved corporate design provides a clear and easy-to-understand system while offering sufficient flexibility across all touchpoints and communication occasions. Through co-branding, even shareholders with their own brand identities can be integrated. An integrated campaign brings the guiding idea “Zusammen geht das” to life and ensures a consistent presence across all channels.
