LIT Create

The problem with beer is not the beer. It’s the image. 🍺 Beer brands haven’t changed much since the 90’s. They are built on old stereotypes using the same male-focussed messaging for years. The German beer market - heavily dominated by a few big industrial players - keeps on investing incredible amounts into the same ads over and over again. 🤔 And there is a reason for this. The stereotypes are part of the known beer experience. And even though beer consumption is decreasing, they still kind of work. Traditional brewing techniques, local heritage, a certain scepticism towards trends - all of these are typical, positive associations. Yet, they also hold back the beer brands from evolving into today’s zeitgeist. A branding innovator’s dilemma. 💚 This is the challenge that Ratsherrn Brauerei GmbH proposed to us at LIT Create. The local beer hero from Hamburg has everything in place to credibly compete against the large industrial brands: The freshest beer on the market, a brewery in the middle of the city, a lot of heritage, their own barley fields and a traditional brewing technique. But a brand that is a little stuck in the past, with the “old white man” in the name and logo. ➡ What we did is sharpen their brand positioning and updated their design based on the existing brand equity. Not reinvent, but refine it. We disconnected the Ratsherrn-head from the wordmark, reworked the colors and icons, introduced a new typography and image style. Everything comes to life in the first campaign, based on a central creative idea “Slow”. The new brand strikes the balance between tradition and freshness, just like the product does. 💆♀️ Turns out that the way to modernize a traditional beer brand is by doing it the relaxed way. Calm, steady and unagitated - just like the people from Hamburg. Immer schön langsam. Feature by Design Magazine PAGE – Das Magazin der Kreativbranche in the first comment. #brandstrategy #brandtransformation #branding #brand #branddevelopment #branddesign #identity #campaign #beerbrand #beer #hamburg #ratsherrn

A name is something that sticks forever. Or at least for a very long time... Unlike a communication campaign or even a visual design, a name cannot be changed without significant impact on the business. Thus, finding the right name is a difficult task and needs to be done very carefully. A name needs to be fitting, distinct, memorable and - of course - ownable. So whether its renaming a company or crafting the right name for a new product, there are many things to consider - strategically, creatively and legally. Therefore, we always design naming processes to be collaborative, including different disciplines on on partner and on the client's side. It is based on a deep understanding of the market, the business and its customers. We have had the opportunity to conduct and guide many such processes in the past, creating naming solutions for different companies, products or services. Wanna learn more? See below our naming deck and feel free to reach out to us! #naming #brandnaming #branding #renaming #brandstrategy #brandbuilding #productnaming #brandarchitecture #namingsystem

Literally refreshed: Rebranding a local hero from Hamburg. For the last year, we have been busy helping the team from Ratsherrn Brauerei GmbH to update their brand - starting with the strategy, to a new visual identity and implementing it across their entire portfolio and experience. The local hero from Hamburg is a connoisseur brand and stands out among the German beer brands: Small, independent and with its brewery located right in the heart of the Schanze district. Ratsherrn looks back at a long history, grows its own barley and applies the best of craft to all of our most beloved beer varieties. After many months of work, the new brand is finally out in the world and we are very excited to share the results. Together with the team, we refreshed the positioning and the design – from logo and colors to a new typography and image style. A unique look for a unique beer brand, beyond cliches, industrial standards and old patterns. Cheers to you Niklas Nordmann, Nina Maerker, Meike Grantz, Anika Frischat and all the other team members! #rebrand #refresh #brand #branding #branddesign #brandstrategy #brandtransformation #beerbrand #beer #brewery #hamburg #design #visualidentity #designsystem

Can artificial intelligence create real brands? Not long ago, the general belief was that AI would mostly be doing basic repetitive tasks. The last thing to be replaced would be creativity. Because ultimately it is our ability as humans to think creatively that differentiates us from the machines. In the past couple of months, this notion seemed to change. Everywhere we see the creative output of AI: imagery, videos and texts produced at scale - faster and more cost efficient than ever humanly possible. To some extend, it felt like the opposite might be true: Creativity could actually be the very first thing to be replaced. Turns out, we need a more nuanced perspective on AI and creativity. While AI tools can be powerful engines, businesses cannot rely on it alone to create meaningful brands and experiences. In order to really create something that people identify with, something that provides substance and direction, it needs empathy, authenticity, collaboration and hard work. It needs humans. This applies for any brand work we do. And especially when dealing with a brand that represents the vision of becoming the global home for human AI. For IPAI, we crafted a brand system that strikes the balance between flexibility and recognizability. Iconic, yet adaptable to its many initiatives, people and organizations taking part. A brand co-created by the humans at IPAI and LIT Create. Happy to see our friends Bryony Gomez-Palacio and Armin Vit at UnderConsideration, LLC pick up and feature this case. Thanks! #branding #branddesign #brandsystem #brandstrategy #aibrand #ai #ipai #artificialintelligence #brand #design #logo #heilbronn #brandbuilding

Goodbye Gravis! Time to pack the bags. Unfortunately, our dear client will close doors and discontinue its business, a strategic decision taken by its owner company, the Freenet Group. After all of the team’s hard work, it just did not work out for the iconic tech retailer. Only six months ago, Gravis launched its refreshed brand that we had the great pleasure to be working on. Of course, we are sad to see its journey has been cut short. 1986 Gravis was the first Apple reseller in the German market. Today, after almost 40 years, many loyal fans will miss the tech retailer dearly – as will we. Our best wishes go out to all Gravis employees. We are very grateful for the awesome collaboration. Thank you team! 💚

Client-love always going strong! We love to see our brand work brought to life and getting appreciated like that. Well done, nucao!

LIT on stage at this year's CXI Konferenz - Europe's largest conference for Corporate and Brand Identity. We are presenting our brand work and transformation process for German technology retailer Gravis - alongside brand leaders, marketers and fellow brand agencies. But it gets even better. There is something special about CXI and it is the style of the presentations. Projects are presented jointly by companies AND their agencies. This sheds light on the entire spectrum and complexity of each process. We are more than happy to share the stage with our dear client Gravis Computervertriebsgesellschaft mbH. Their awesome Head of Marketing Mirja Marek will be presenting together with our very own Strategy Director Katharina Städele and our Design Partner Tom Hoßfeld. The conference will be taking part in May. Ticket sales starts in a couple of days on the 5th of March. Get yours here: www.cxi-konferenz.org We can't wait!

Creating the brand for the Global Home of Human AI. The future of AI in Europe is called: IPAI. Nested in the south of Germany, in the beautiful city of Heilbronn, nothing short of the most ambitious project for applied artificial intelligence in Europe is currently being built. Backed by some of the most influential public and private institutions in Germany, this unique platform and ecosystem brings people and organizations together to work on future-relevant AI solutions that benefit all of society. And not just that: The project includes the construction of a 23-hectare innovation campus where AI developers, producers and users are to settle - an entire village offering space for research, production and a center specifically for start-ups. We have been proudly working together with IPAI since September last year, commissioned to develop the brand and design, but also act as a partner for its implementation across digital and physical touchpoints. Thank you for the great ride and collaboration Jella Hauptmann, Jan Denia, Moritz Gräter and the entire IPAI team. #brandbuilding #branddesign #brandstrategy #brandsystem #ai #artificialintelligence #ipai #branding #design #identity #corporatedesign #homeofai

Exciting new work is live! Munich-based camper rental start-up CamperBoys has officially re-launched with a new name and an all-new brand: Off. Off is the combination of an innovative mobility with a modern travel brand. It’s bold, it’s real, it’s happy. Powerful, with calm moments – just like when we take a little time off. Its outstanding service quality is reflected through a subtle Premium appeal, while the team’s great passion for camping is expressed through its authentic and quirky imagery and tone of voice. Learn more about the new name, design, voice, campaign, and more in our case: https://lnkd.in/gdVkjDhy Here we’d like to share 3 exclusive insights from our collaboration with the CamperBoys-team that were a little bit off, too, but made it all the better: 1. Have a break Originally, Camperboys was just looking for a new name. But 500 names later, the team decided to take a little breather to look at the brand strategy first and take it from there. And guess what? It did the trick. ;) Off was born. 2. Trust, but verify Speaking of strategy: A thorough audit of the current brand image, involving both qualitative and quantitative analysis with customers and employees, ensured that we were taking data-driven decisions right from the start. 3. Better together For the first round of design iterations, we sat down together with founder Paul and the internal designer André for a design sprint. What usually happens behind closed doors, became a highly collaborative process which did not only enrich the design, but also increase commitment. Read more about the rebrand on the CamperBoys blog: https://lnkd.in/gafKXN2K Thank you to the amazing CamperBoys GmbH team! #rebrand #renaming #rebranding #brandbuilding #travel #camper #campervan #off #design #branddesign #brandstrategy #campaign #ispo #brandtransformation #studio #naming #visualidentity #brandidentity

Happy Monday! Proudly sharing some real nice media coverage on our brand transformation work for Gravis - by some renowned national and international outlets: UnderConsideration, LLC, Mindsparkle Mag and PAGE – Das Magazin der Kreativbranche You can check them out here: UnderConsideration / BrandNew: https://lnkd.in/ethtsbT3 Mindsparkle Mag: https://lnkd.in/eTmNHpcZ PAGE Magazine: https://lnkd.in/eeQAcVGW Grateful to a great team and a great client Gravis Computervertriebsgesellschaft mbH & Mirja Marek :) #branddesign #brandtransformation #branding #brand #brandstrategy #brandbuilding #corporatedesign #identity #logo #studio #berlin #litcreate #brandidentity