What is brand architecture?

As a form of communication in space, brand architecture therefore has both an internal and an external effect. A look at the new working environments of the Intersnack Group, which we were able to design at the Düsseldorf headquarters, shows what this means.

Intersnack is a manufacturer of salty snacks with well-known brands such as funny-frish, Chio and Ültje. Products that we immediately recognize based on their look because they are known throughout Germany. They appeal to our senses because we combine our own experiences with them.

Our goal was to transfer the full power of the Intersnack product world into the room through interior design. On the one hand, to show employees which iconic brands they help produce day in and day out. Because this creates identification and loyalty with the employer. On the other hand, to offer partners and potential customers a real brand experience as part of the customer journey.

Das Büro wird zum Brand Space und stärkt damit auch das Unternehmen an sich:

• Durch Gestaltungselemente, die Kunden und Mitarbeiter gleich im Eingangsbereich in das Unternehmenserlebnis eintauchen lassen.
• Durch ein zugängliches Angebot dank plakativer Darstellung der Produkte und Leistungen.
• Durch eine greifbare Customer Journey, die (potentielle) Kunden abholt.
• Durch konsequente Umsetzung des Corporate Designs, welche ein professionelles Erscheinungsbild unterstützt.
• Durch Erlebbarmachen der Unternehmensidentität, welches Identifikationspunkte für Mitarbeitende schafft und sie ans Unternehmen bindet.

Interior design comprises the planning, design and furnishing of interior spaces. Various factors are taken into account, which reflect the corporate identity and are put together to form a holistic brand architecture. This includes, for example:

• Which materials, colors and surfaces match the corporate identity and should be used?
• What role does sustainability play in the company?
• Which light sources are used: natural light, artificial light or a mixture of both?
• What reasonable room layout results from the type of cooperation in the company?

The materials and colors used are of particular importance. They not only influence the atmosphere of a room, but also carry the corporate design of a company into the work environment.