Beliani unveils new brand identity

Stephan and Michael Widmer, founding duo of Ricardo.ch, have created a strong brand with their pan-European online furniture store Beliani. Now, with Foundry as a partner, the true essence of Beliani worked out.

Back in 2009, the Widmer brothers started Beliani in Switzerland and grew the company with dedication. Today Beliani delivers to 17 European countries with a wide range of indoor and outdoor furniture.

Last year, the brothers decided on a new brand identity that reflects the outstanding customer service, stylish range and unbeatable prices to the outside world. Working with FOUNDRY, the essence of Beliani was crafted to create a new positioning that focuses on the company's core competencies: good service, convenient delivery, 365-day return policy and the right selection. A home should not be a compromise, but a place of happiness - this is embodied in the new motto: "Delivering Happiness".

Michael Widmer: "We wanted a new brand look that communicates our brand identity and our aspirations in an approachable and open way. Our new appearance fits the DNA of our company. This is, as a result, due to the professional cooperation with our partner agency FOUNDRY. 'Delivering Happiness' is not just a tagline, but unifies our self-image as a company and our promise to our customers."

Stephan Widmer: "While furniture store customers wait 6 weeks for their furniture order, Beliani delivers. And that's the new furniture & happiness. Headlines like 'Click, Click, Hooray!" or "Find the style that makes you smile" represent the new Brand Voice. Beliani speaks clearly, confidently, solution-oriented and is always open to positive surprises."

"Being able to experience this all-around satisfaction, very directly, has literally become the heart of the brand identity" says Sacha Moser, Foundry Founder and Creative Lead. The "B" of the new logo forms both a heart and the profile of a couch - Love, Happiness and the perfect piece of furniture for the home. The new tagline sums it up succinctly: "Delivering Happiness."

Responsible at Beliani: Michael Widmer (CEO & Founder), Stephan Widmer (CEO). Responsible at Foundry: Fieke Clinckemalie, Ruben Mata Lopez, Gustavo Frazão (Design & Art Direction), Nitin George (Concept & Strategy), Alexander Brown (Chief Strategist), Leon Marenbach (Copywriter), Gregor Wollenweber, (Production), Hugo Bosio (Account Management), Sacha Moser (Lead Creative Direction).