Robbie Williams presents new lifestyle and brand identity for Café Royal International

As part of a comprehensive rebranding for Café Royal, Branders created a strong and provocative lifestyle for those who boldly demand more from life: Be Royal.


The newly developed brand identity is tailor-made for omnichannel and sustainable immersive brand experiences. In the new campaign, it is presented by Robbie Williams as a global testimonial. The years of the "agent on behalf of good taste" are over. Through close co-creation processes with Café Royal's branding and marketing experts, a new differentiating positioning was developed that succinctly communicates the brand's true DNA. Café Royal exists to give us courage, to inspire us with sophisticated provocation and to empower us with courageous optimism.


The new lifestyle "Be Royal" brings this aspiration to the point and is at the same time the foundation of the brand identity, which enables omnichannel and sustainable immersive branding experiences. The core of the design is the CGI-generated, integrative "Be royal" circle: this not only stands for the circle of the unconventionally courageous, but also represents absolute perfection and appears like an eclipse, behind which the light bursts forth with power. In the brand awareness campaign created by Branders with a digital focus (display and contextual ads, out-of-home and social media), Robbie Williams embodies the royal attitude of Café Royal on an image level. On a tactical level, country-specific adaptations were realised for the brand's "hero products", in which the headlines cleverly play with double meanings and describe both the different types of coffee and the overriding spirit of Café Royal.


Responsible at Café Royal: Hubert Lehnard (Head of Brand Management), Roman Sonders (Global Head of Marketing Communication), Marcel Berg (Global Lead Communication Strategy), Rafaela Schwartz (Product Manager & Brand Assistant), Aline Veillerette (Marketing Communication Manager), Janna Opelt (Marketing Communication Manager), Jana Pleines (Marketing Communication Manager), Magdalena Blonkiewicz (Marketing Communication Manager), Nigel Gähwiler (Marketing Communication Manager). Responsible at Branders: René Allemann (CEO), Thom Pfister (Creative Director), Philippe Knupp (Strategy Director), Marisa Güntlisberger (Director Omnichannel Experience), Thea Ferretti (Director Communications), Michèle Motterle (Senior Brand Consultant), Luisa Ender (Junior Brand Consultant), Micha Kumpf (Senior Brand Designer), Soraya Gaouaoua (Executive Brand Designer), Sarah Trendle (Executive Brand Designer), Katja Wölfel (Senior Copywriter). Film and Photography: Sandro Baebler (Photographer and Director), Oliver Hallberg (CGI), LS Productions (Film Production).

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