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Brand Relaunch: Case Study Cobiax

Brand Identity Relaunch

Case Study Cobiax

New Positioning

Development of new slogan

The old slogan “Cobiax. Lightweigth hollow slabs. ” only focuses on direct product benefits, which primarily addresses a single target group: The structural engineer, which rarely causes the final decision for a construction.

old slogan

For non-insiders, lightness in buildings is not an obvious advantage (as opposed to aircraft, for example); The layman usually assumes that buildings are safer / “massive” the heavier they are.

In addition to reducing the weight of the blanket, the Cobiax technology offers another advantage: It allows larger spans of the ceilings with the same ceiling weight; i.e. there are fewer “pillars” to be planned in the building.

new slogan

This aspect is interesting for the target groups of decision makers like architects, builders and construction companies.

New slogan

Leaded by this new positioning, Lünstroth develops a slogan that promises exactly this overall benefit: “Cobiax. wide spaces “

New Logo

new logo
since 2019: optimized logo

Logo slimmed down

old logo
used until 2018: old logo



The logo used so far is quickly recognizable and easy to read. It does not, however, express the primary benefits of Cobiax technology: weight reduction and more elegant construction. Lünstroth has therefore developed a new logo, which however takes on an unique feature of the previously used logo to ensure a strong recognition – the typical extension of the X.

Cross-cultural brand design

Dual Logo for Branding
Asia: Logo on top
Western: Logo at the bottom

Dual Logo: fits eastern and western branding cultures

For the means of communication Lünstroth develops a multinational use of the logo and brand typology. While the corporate logo in Asia is traditionally expected to be in the upper reaches of the communications media, the classic visual placement of the logo in Western countries has been learned at the bottom.

These internationally different logo placements are combined by the Lünstroth brand agency and develop a visual brand management with two possible logo placements, which can also be combined. The dual logo placement supports a quick build of confidence in the brand, since it is quickly gaining prominence, especially in “new” target groups, thanks to the two-fold view of the logo in different designs (positive to white and negative to Cobiax blue).

Reinforcement of brand value „security“

Strengthens the brand value “security”: Image-Video

Every new, revolutionary technology meets with skepticism: Why deviate from the proven? Is the new technology so much better? In case of Cobiax hollow core technologies, the key question is: Is the technology as safe as a solid ceiling? Lünstroth counteracts this skepticism by pointing out that hollow body technology has evolved over billions of years and has proven itself millions of times over, even in nature. Hollow bodies are an organic, superior principle.

Cobiax has not reinvented this principle, but perfected it for the development of modern construction methods. This gives the brand a historic home and users can be sure to rely on proven technology. For the sake of profitability, stability and sustainability.

Multinational new website

Cobiax strengthens the international presence of the brand and the high availability of Cobiax product lines worldwide. The website – developed and programmed by Color & Code – impresses with its integrated amp programming for the desktop as well.

Even elaborate explanatory animations and film sequences load without latency – all content is available at lightning speed internationally. The brand design has been consistently implemented.

Brand Consultancy



Brand Consulting




Financial Services


IT | Software




Lünstroth is familiar with some sectors for decades and has not only accompanied the developments in the marketing sector, but also actively helped many of them. Industry experience is only half the battle.

But it becomes interesting when the experiences from one industry are transferred to another industry.

Lünstroth can look back on successes and characterizes today marketing approaches with surprising solutions from completely different economic areas. Often a sector is very developed in one channel (e.g. the food retailers in the field of POS optimization), another industry has a head start on the side of psychological target groups appeal (e.g. fashion), while yet another shows outstanding competence regarding digital channels ( e.g. automotive).

One of the Lünstroth USPs is to transfer the respective know-how advantages to other sectors.

Branding & Communication: strategy and execution

Luenstroth is a strategic Ad Agency.

Lünstroth operates as a 360 ° full-service agency, but also offers the decisive advantage of thorough thinking in the area of strategy. The agency not only promotes advertising and sales promotion, but also optimizes corporate images, product portfolios and external perception as a whole. The agency develops brand and product name systems and implements the strategy efficiently in concrete measures.

Lünstroth is committed to value chains and maximizing sales and focuses on the value of products and services by premium quality and convincing communication.

The agency thinks internationally, as even medium-sized companies operate in export markets with different cultures and other conditions of competition and trademark laws.

Decisive for a sustained increase in value on markets is the allocation of brand names and performance promises – depending on the brand architecture either overlapping for umbrella brands and branded houses or for the respective sub-brands.

In order to be able to compete with Asian Metoo players without having to break the price-performance promise of the umbrella brand, Lünstroth is developing 2nd brand strategies.

In addition to the revaluation of the corporate brand, Lünstroth is keeping an eye on the strengths of the company’s reputation. Because brands are managed by people – the stronger the manager brand is in a leading position, the more powerful is the impact of corporate brands in public space.

The Lünstroth services cover all areas where “soft” brand values become hard figures: brand strength guarantees the return on invest.


Business to Consumer

Anyone who wants to address the consumer efficiently must be able to think emotionally. Emotions are the fuel that pushes brands forward. Lünstroth has been developing advertising for more than 20 years, which not only sells but pays to the brand. Consumer insights are indispensable, but the combination of the entire perception chain on all touchpoints creates the lasting effect.

As an all-in-one-hand agency, Lünstroth offers the consistent and consistent concept from strategy to emotionally compelling advertising.


Business to Business

Networked communication is part of the brand DNA for Lünstroth: Successful marketing strategies include not only the sell-out and the necessary advertising measures, but also the sales and the conviction of sales agents.

Lünstroth therefore develops coordinated measures that include all the touchpoints of the company’s brand and its products and / or product brands.



Design is part of every emotional approach, completely independent of the respective target group – consumers or business decision-makers react positively to the better design solution.

Lünstroth as a holistic agency offers product and brand design solutions – always state-of-the-art and optimized for the respective application.



The fast-growing possibilities in marketing are not any longer just possibilities, but necessities in the BtoB sector. Competitors are present on Youtube, Facebook, Xing and Linkedin and they don’t have only recruiting in mind.

The introduction of new technologies and innovative products is no longer just taking place at the leading trade fair, but increasingly on a wide scale of channels.

Many companies are taking advantage of these opportunities, but their commitment to corporate brands, their positioning and their image ambitions is important.

For many years, Lünstroth has been offering seminars and workshops that raise awareness among employees on corporate communications, corporate branding and corporate design, as well as providing them with a common thread.

Not only the marketing department should be fit in the savvy use of the opportunities, but brand ambassadors will strengthen the company’s success.


Latest work: Cobiax Brand Relaunch

Digital Engines

The youngest division of Luenstroth is econgy (yes: economic energy). econgy builds digital engines for publishers. Find these engines here.

Werbeagentur Strategie




Thank you.


Anker is a leading supplier of components for POS systems with a focus on retail. The company belonged to Oracle until, with the help of an investor, it regained its independence.

Lünstroth Markenberatung accompanies the company brand into its new independence, repositioning the brand, developing copyplatform and claim, and supports the manufacturer in its communicative activities as a result of the realignment on the market.

Bayerische Versorgungskammer

As the largest public provision group in Germany, Bayerische Versorgungskammer is the service and competence center for occupational and municipal pensions. The business area covers the area of Bavaria, some utilities because of government contracts in other federal states and three federal direct means to the entire country.Luenstroth supports the supply chamber in the development of optimized brand architecture in relation to the different brand sectors below the chamber roof.



Luenstroth developed product and technology brands for international use, supports the global brand strategy area and develops communications solutions for consumers and intermediaries.

Gehrke econ

Gehrke econ is the merger of two companies, Gehrke and econ, which have been established for almost 60 years. It is a holistic audit and tax consulting company and a consultancy for the Greater Hanover area.

Lünstroth Brand Consultancy supports both merging parties in the merger talks and the development of naming and brand architecture of the common brand new roof.


TEN117 is a young brand in the upper urban casual segment. The label is positioned in the medium price segment.

Luenstroth Brand Consultancy accompanied the young team in the first steps around the positioning and brand development.


Haupt is known as shirt specialist. The company has a long-standing tradition that dates back to the beginning of the last century. For 40 years, the manufacturers also cover the area blouses; since the beginning of the decade the company is also engaged in urban casual outdoor.

Luenstroth Brand Consultants accompany the brand development and construction of this young label in the European markets.

Leonardo Hotels

Leonardo Hotels is operating more than 56 hotels in Germany and Europe and is on the rise. The European division of Fattal Hotels, founded by David Fattal, has its focus on the 3- to 4-star plus segment with custom hotels, high standards and excellent services.

Luenstroth accompanies the brand development, advertises the newly added hotels and introduces new brand guide lines and corporate branding to the hotel directors.


As family owned company with headquarters in Lippstadt ISM is now one of the leading manufacturers of safety footwear, work and functional clothing. The company produces in license for Puma safety footwear and provides various own brands on the market.

Luenstroth Brand Consultancy positions the own brand Albatros as private label , develops an overarching corporate branding for the trading firm itself and provide a conceptual basis for different communication levels of the brands on the market .

Arminia Bielefeld

Arminia Bielefeld is one of the traditional clubs in Germany. Despite the strong fan base, the team does not belong to the most wanted partners of sponsoring companies.

Lünstroth developed a new positioning for the club (“Motion”), revises the outer appearance on the basis of this new positioning in form of brand manuals and develops concepts for sponsor acquisitions.

Markenentwicklung Gütesiegel

Zentralverband Deutsches Baugewerbe

The German Federation for Construction (ZDB) is the oldest and largest Construction Federation in Germany. It represents the interests of 35,000 medium-sized owner-managed construction companies in various divisions. As the largest industry association ZDB represents the entire spectrum of the construction industry: Under the umbrella of the ZDB both artisan craftsmanship, owner-managed small companies and large SMEs are gathered.

Lünstroth Brand Consultants develop a qualification system for the ZDB, which delimits the member companies qualitatively from the unbound construction companies. The qualification system is inward (internal branding) on ​​a training initiative with follow-up and shows outward the developed trademark – the quality seal “MASTERFUL” in graduated symbolism.

Lünstroth developed the cachet system from the outset as a system of registered trademarks, in order to ensure a high legal certainty and uniqueness for the Central Association.

Markenarchitektur Harmonisierung Marken, Markensystem


Niedax is a manufacturer of cable support systems.

Due to many acquisitions, the company holds many brands under one roof, the Niedax Holding.

Lünstroth Brand Consultancy developed an optimized brand architecture to include former competitive brands, respecting the brand values ​​of these mono-brands for the company.

Markenarchitektur: Entwicklung und Harmonisierung der Markenfamilie


Uniglas is a glass cooperation of medium-sized, independent operators in the insulating glass production and glass processing market with locations in Germany, Austria, Switzerland, Belgium and the Netherlands. The circle of shareholders today consists of 22 companies with 24 production sites.

Lünstroth Brand Consultancy structured the trade mark systems of the individual product and range brands and developed a brand portfolio with optimized impact.

Volksbank | Bankverein Werther

With total assets of more than four billion euros Volksbank Paderborn-Höxter-Detmold is one of the largest institutes of around 1,100 Volksbanken in Germany. Of the more than 226,200 customers are more than 103,000 as members and co-owners of Volksbank shareholders of the bank. In Paderborn, Hoxter and Lippe Volksbank PHD have 84 subsidiaries, including 57 branches.

Lünstroth Brand Consulting integrated the brand “Bankverein Werther” in Volksbank PHD and positioned it in the field of private banking in Bielefeld area.

Kampagne für Finanzdienstleister


The Volksbank Beckum-Lippstadt t is one of the leading cooperative banks in the network.

Lünstroth is developing customer campaigns for the bank.

Markenentwicklung, Corporate Identity, Corporate Design und Unternehmensaufbau

Junited Autoglas

junited AUTOGLAS with its currently 238 stations is the largest German network of independent auto glass specialists. First established in 2004, the cooperation with headquarters in Cologne is nationwide successfully operating for fleet and leasing companies and insurance companies as a service provider. The Junited Group is firmly focused on owner-managed service and quality expertise.

Lünstroth developed the brand Junited AUTOGlAS for Auto Glass E. G. as a marketing box for the independent auto glass experts. The brand consultants expand the brand to a holistic franchise system.

Corporate Identity und Corporate Design für Maschinenbauer


With more than 30 years of experience and more than 60 worldwide patents, Gneuß has made its name as a supplier of innovative solutions for the plastics processing industry. With its headquarters in Bad Oeynhausen, Germany, Gneuß stands to the claim “Made in Germany”, but customers are worldwide spread. With a subsidiary in the US, offices in Brazil and China, a cooperation partner in Japan and worldwide distributors Gneuß provides the best possible technical support, excellent service and supply of spare parts in all five continents.

Lünstroth optimizes brand identity and brand architecture of the company, modified and extended positioning due to technology extensions, thus ensuring further growth on a solid brand foundation.

Werbeagentur LEH


Kühlmann is a medium-sized manufacturer of fine food products. The company manufactures under its own label as well as a licensee (Weight Watchers) culinary delights in a natural production manner.

Lünstroth positioned the brand, optimized CI and CD, developed the slogan ” Goods for gourmets ” and launched brands for food retailers and package designs for the different distribution channels . In addition, the brand consultants create range brands and specialty products for the discount segment.


Franke | Lange

The law firm Franke | Long is an old-established lawyer’s community.

Lünstroth relaunched the corporate design and the website of the law firm.

Package Design LEH


For Piasten Lünstroth is developing product brands for international markets and their package designs.


Forbo is the world leader in linoleum. The particular strength of the company lies in the furnishing. As a result, the area of ​​adhesive has also been added.

Architects often decide which flooring to install. And these are very challenging because of their job and also look more closely.

Lünstroth develops folders and brochures for the regularly changing ranges. Special care is required in the area of ​​production monitoring. Since many customers of the company assess the colors and patterns of the floor coverings according to their appearance in print materials, it is imperative that the printed image is identical in color to the real material.

In addition to the challenging tasks of design and production, Lünstroth also supports international language competence in the field of technology. Lünstroth is responsible for the translation of installation and instructions for the products.


Lünstroth developed Langnese‘s communication for the Middle East sales market.

Langnese as a branded product and honey as a natural product – how does that fit together? Always the same brand quality is, with raw ingredients, almost impossible. In addition, there is the consumer mentality in the target market: the consumer’s appreciation for blends is not too high. The “uncut” raw material is preferred. But this quality would be subjected to strong seasonal and regional fluctuations, so it would not be the same “branded goods”.

The brand promise is the same quality and consistency and can only be achieved “naturally” by a balancing mixture of honeys of different provenances. As a result, brand communication is not an easy task but is conceptually sophisticated and therefore interesting.