Schrecklicher

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The family-run business develops, manufactures and sells sun protection solutions from its headquarters in Ludwigslust, Germany. To modernise the brand while preserving its heritage, they commissioned Smith Berlin to develop a new identity.

At the heart of the rebranding is the idea of the rising sun: a visual reference to the company’s roots in East Germany and a symbol of optimism and a new beginning.

Client

Lewens

Year

Since 2024

Tasks

Art Direction, Editorial Design, UI/UX, Motion Design, Social Media

Agency

Smith Berlin

At the heart of the rebranding is the idea of the rising sun: a visual reference to the company’s roots in East Germany and a symbol of optimism and a new beginning.

Client

Lewens

Year

2024-2026

Tasks

Art Direction, Editorial Design, UI, Motion Design, Social Media

Credits

Smith Berlin

Strategy

Workshops with the client made it clear that the new identity should be an evolution rather than a revolution. Research highlighted the company’s roots in Ludwigslust, its heritage as a family-run business and its strong commitment to manufacturing in Germany as key differentiators. These values came together under the familiar symbol of the sun, paired with the new tagline: “Hello Sunshine.”

Design

The goal was to give the brand a more confident, professional and timeless appearance. Together, we developed a clear, minimalist visual identity that brings structure to their content. The new logo combines a wordmark and symbol in a flexible system. The rising sun concept also extends into the layout, with the symbol consistently positioned on the right as a subtle reference to the company’s East German roots.

Results

Together with the client, we developed a flexible identity that adapts across different touchpoints while maintaining a consistent brand presence. I have been involved since the initial concept phase and am responsible for its implementation across a wide range of applications, including the corporate website and trade partner portal, social media, campaign posters, partial showroom concept, merchandise and a complete redesign of the product brochures.