Migusto: brand and platform for cooking expertise developed
Process and Branders developed the appearance of Migros' new cooking initiative. At the heart of the initiative is a cooking platform that gives people inspiring answers to the ubiquitous question "What am I cooking today?" every day.
Under the new Migusto brand, Migros is now offering all its services and offers related to cooking under one roof. For the development of the new brand and the associated platform, which acts as a cooking club, the two agencies Branders and Process teamed up. Branders was responsible in particular for the interactive cooking platform, Process for the content and visual design of the brand world, including in the new Migusto cooking magazine.
Whether vegan or nose-to-tail follower, head of the family or single, with or without lactose intolerance and gluten intolerance: every day people are looking for inspiration and ideas on what to cook. The Migusto platform, launched by Migros in mid-February, provides inspiring answers to this question in the form of recipe ideas for every preference, taste and pantry. Above all, however, Migusto is about one thing: the daily fun of cooking and the joy of enjoyable nutrition.
The Migusto brand world developed by Process, from the magazine to the new cooking videos, is simply fun. Accessible, modern and yet playful, it evokes the familiar Migros feeling. The brand conveys cooking as it happens in everyone's home: spontaneous and uncomplicated. Essential liquids for cooking, such as water or oil, served as inspiration for the logo. Pictograms make the brand tangible in the smallest of spaces; illustrations illustrate more complex content and shape the appealing, independent character of Migusto.
With their omnichannel experience, Branders developed and implemented the new cooking platform from strategy to concept to front-end. The intelligent and interactive concept integrates all interfaces and enables users to enjoy an intuitive, inspiring and pleasurable experience that is simply a pleasure for those interested in cooking - whether they are cooking amateurs or professionals.
Migusto's website, print magazine and recipe database were implemented on the censhare Digital Experience Platform. Censhare provides Migros with a comprehensive content management system that integrates seamlessly into all content processes and can edit, manage, connect and publish any type of content.
Responsible at Migros: Roman Reichelt (Head of Marketing Communications) Kjell Bernsmann (Overall Project Management), Miriam Benz (Head of Cooking Club), Sake Demont (Project Manager Digital Business Development), Philipp Lingenhel (Head of Data Handling, Workflow / IT Support), Larisa Matkovic-Kilibarda (External Project Management), Rafael Schwarzmann (Project Manager Digital Communications), Flavia Zarro Grunder (Head of Culinary&Enutrition). Responsible at Process: Fabian Bertschinger (Creative Director), Dominique Hufschmid (Lead Designer), Lucia Pigliapochi (Senior Designer and Illustrator), Julius Jäger (Lead Consultant), Levin Bissig (Motion Designer).Responsible at Branders: Thom Pfister (Creative Director), Marisa Güntlisberger (Senior Brand Consultant Omnichannel), Thomas Hausheer (Creative Brand Technologist), Martina Keusch (Executive Brand Designer), Barbara Huber (Brand Assistant). Responsible at Censhare: Lukas Brupbacher (Overall Project Manager), Joar Berge (CMS Frontend Development), Roman Agapkin (CMS Backend Development), Georg Buschbeck (CMS Backend Development), Christoph Bollhalder (Deputy Project Manager).
