Klarstein

Background

Klarstein is the flagship brand of Berlin Brands Group (BBG). It is one of 16 brands under the BBG umbrella, each with their own unique product range and identity. As BBG expanded, it became difficult to manage thousands of products with varying quality. BBG came to DesignStudio to help clarify their brand architecture, strategy, identity and product offer.

Immersion

‍
Through our immersion we learnt that Klarstein enables access to better everyday living, providing good quality products at affordable prices. This inspired us to create their new brand purpose 'Made for Living' allowing Klarstein to hire the right talent, communicate effectively and design beautiful products for everyone to enjoy.

Brand Expression

‍
To ensure maximum quality, we created four product design principles that equip Klarstein to select, design and build products that meet the German standard. These principles allowed BBG to fold all products into Klarstein whilst removing products that didn’t meet the criteria.

To help customers navigate the variety of products, DS introduced 'Home Modes' a simple structure that organises products into different parts of the home, from the kitchen to the garden mode.

Inspired by the name (Klarstein - Clear stone) the new symbol is crafted from two K's and cropped to form a diamond. Partnered with a sophisticated colour palette, bespoke typography and elegant photography style that demonstrates Klarstein's new personality and vibe.

The design system we have created has helped to simplify and categorise Klarstein's product range whilst retaining Klarstein's playful attitude. Klarstein have been amazing to work with, always wanting to raise the creative bar. It's going to be an exciting future for Klarstein!

Matt Cox,
Designer at DesignStudio

‍

With Klarstein continuing to grow we will be developing their digital shop experience and handling their first brand campaign to bring their beautiful products to every home.

‍
We couldn't have done this without our awesome partners. Thank you Pia, Dinah, Katja and the whole team at Berlin Brands Group - and a special thanks to Alberto Romanos from Branding with Type.

Klarstein is the flagship brand of Berlin Brands Group (BBG). It is one of 16 brands under the BBG umbrella, each with their own unique product range and identity.

As BBG expanded, it became difficult to manage thousands of products with varying quality. BBG came to DesignStudio to help clarify their brand architecture, strategy, identity and product offer.