In 1973, IKEA Founder Ingvar Kamprad opened the first IKEA outside Scandinavia in Spreitenbach, Switzerland.

In 2023, IKEA Switzerland therefore celebrates its 50th anniversary.

For this occasion, a brand system to use on every channel should be developed, reflecting on the impact IKEA had in Switzerland as well as on the Swedish heritage of the brand.

The result will be shown in a campaign that should be visually striking and adaptable for all regions and languages of Switzerland.

We celebrated 50 years of smart design with smart design: A unique brand system that was assembled by typical elements of IKEAs history was developed, always in context of IKEAs impact on Swiss living.

The target group was the entire Swiss population, especially those in the surrounding areas of the nine IKEA stores.

Our brand system was assembled with bold colors and typography from the 70s, when IKEA started its first store in Switzerland. Typical Swiss pattern schemes like fur patterns of alpine cattle or mountain-lines formed the background. And a true icon of IKEAs history - the allen key - delivered the unique shape for our stage.

For the first time in history, the allen key was not use to assemble things, but to assemble itself and form our logo for the 50th anniversary.

The brand system was in use on every channel: From large formats like DOOH and OOH to targeted measurements like Social Media Posts and corporate publications like brochures, flyers and coupons. It was even discoverable as a full in-store experience in the various IKEA stores.

Strongly above-average values in the assessment of likeability and recall values of the advertising media used.