Büro Haeberli creates new look for Migros magazines

From Monday, the Migros weekly newspapers for German and French-speaking Switzerland will appear in a fresh new look, with new formats and an optimized magazine structure. The Zurich agency Büro Haeberli is responsible for the redesign.

Around 42 percent of Swiss people read one of the three regional Migros weekly newspapers. The two Migros magazines in particular are perceived as Migros products and are often used to prepare for shopping. The range of content is appreciated, but a clear profile is missed. These and other results of market research served as the starting point for the relaunch.

The outdated basic layout of the Migros magazines has been fundamentally revised and redesigned by the Zurich agency Büro Haeberli. The new look creates space for additional formats, enables a stringent magazine structure and should offer even more reading pleasure. "The newspaper now looks more airy and at the same time has a higher profile and is easier to read," says project manager Sabine Eva Wittwer from Migros Supermarkt MSM, describing the redesigned Migros magazine.

More supermarket and closer to customers

In future, the choice of topics will focus more strongly on the defined main target groups of families and golden agers as well as Migros' core business. "Migros supermarkets and hypermarkets play a central role in the lives of our readers and should also be given more weight in Migros magazine," explains Wittwer. New sections and formats will enliven the five thematic blocks "News", "Advice", "Enjoyment", "My Region" and "Life" and follow the tried-and-tested, long-standing credo of Migros magazines: behind all Migros products, services and offers are people and stories. These will continue to be brought to life for readers in the usual journalistic style.


Responsible for Migros Magazine: Project management: Sabine Eva Wittwer (Head of Producing & Distribution), Dennis Wegener (Project Manager), Bettina Bendiner (Head of Content Marketing). Project team: Franziska Bock (Project Manager Editorial Systems), Steve Gaspoz (Head of Migros Magazine, Member of the Editorial Board), Marlies Seifert (Head of Content Migros Group), Lisa Stutz (Head of Supermarket Content Department), Stephanie von Allmen (Senior PL Strategy & Operations). Responsible for Haeberli office: Nicolas Haeberli (Project Management, Creative Direction), Åsa Froelander (Art Direction, Graphic Design), Jeremy Schorderet (Art Direction, Graphic Design).

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