BOSCH launches new presence

Robert Bosch Power Tools GmbH introduces a new brand identity for the Home & Garden product range. Syndicate Design revised the internationally oriented branding – and thus also the packaging design for the entire range as well as the communicative appearance.

Bosch power tools are among the most popular all over the world. For good reason: Bosch stands for quality, innovation, excellent accessories, and outstanding service. The brand presence was to be adapted to current consumer needs in terms of branding, benefit communication and modernity. Robert Bosch Power Tools GmbH invited tenders for the redesign of the brand presence in a design pitch.

We convinced them with a concept that strengthens the brand in the international DIY environment by confidently focusing on Bosch’s performance and innovative strength and using it across channels and media. After using various shades of green for the branding in the course of the last relaunches, we are focusing on a single clearly defined brand color, the familiar Bosch green. The branding is further strengthened by a brand stage that is standardized in all applications.

The new brand identity guarantees maximum stringency across all categories and application areas. The Home, Garden, and Measuring segments are carefully delineated from one another due to the different target groups. The different quality categories “Easy,” “Universal,” and “Advanced” remain highlighted, and clear differentiation from the tools in the Bosch Professional series (“Bosch Blue”) is also ensured.

We also paid great attention to a consumer-friendly design of the multilingual back pages. For better comprehensibility, we focused on reducing and structuring the information, as well as on understandable icons and visuals instead of language.

The new appearance is uniformly designed across all touchpoints and documented in binding, internationally valid style guides. To meet the demands of international brand marketing, we have digitized all guidelines and make them available via an online brand management platform.

^{Info: After the redesign of Bosch Classic and the development of a new appearance for the Bosch car workshops, the relaunch of Bosch Home & Garten is already the third realized project by us.}