Communications for the Schleich Brand Relaunch
Powerful Messaging for a True Love Brand
“‘We want to become a global love brand,’ is the ambitious goal expressed by Chief Transformation Officer Victoria Sutch. The path to achieving this lies in clearly defined brand values, a fully refreshed visual identity, an entirely redesigned logo, a new visual language, and a new English-language claim. Schleich aims to transform not only its products into a recognisable brand, but the entire company as well.”
Lena Herrmann, W&V, June 2022
The task
In 2022, Schleich reimagined itself: the logo, claim, and visual language – the entire brand identity – were reinvented under the guiding theme “Where stories begin”.
Our task: to bring this brand relaunch to life through a strategic communications concept, targeted media relations, and compelling content – designed to engage both industry professionals and consumers alike.
The implementation
Which core messages and background insights from the relaunch are relevant for both B2B and B2C audiences? We translated the new look and feel of the Schleich love brand into emotional storytelling, tailored specifically for retailers, media, and end consumers.
For families, the focus was on emotional storytelling. For retail partners, we highlighted key facts and brand background to emphasise Schleich’s strategic evolution.
The result
The relaunch was enthusiastically received by both the press and target audiences. In particular, interviews in W&V and HORIZONT generated strong visibility among key decision-makers. End consumers also responded positively to the refreshed, more emotionally resonant branding.
Through our communications, we helped reinforce Schleich’s positioning as a love brand – accessible, modern, and expressed in a tone that speaks to both head and heart.
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