From Brand to Love Brand: Corporate Relaunch of RUF | Betten

Client
RUF | Betten GmbH

Task
Relaunch of the corporate

Action radius
Website, brochure

Website
ruf-betten.de

A task made for KRAFTJUNGS -RUF|Betten (Rastatt) was to be given a new, fascinating and high-quality brand identity. The goal was to make the entire communication of the renowned bed manufacturer more customer and consumer oriented – from the website, brochures, presentation tools on the sales floors and in the in-house showroom to advertisements and press releases.

Brand Made in Germany

RUF|Betten is a well-known manufacturer of high-quality sleeping solutions that are characterized by attention to detail, exceptional design, comfort, and customization to meet specific needs. Manufactured mainly in Germany, the upholstered beds and popular box spring beds with innovative features. The traditional company is based in Rastatt, Baden, and is successful both nationally and internationally.

KRAFTJUNGS as experts for customer-oriented communication

The previous communication focused strongly on the trade (e.g. furniture stores). With the decision to broaden the concept of the customer, at least on a communicative level (sales are still made exclusively via the retail trade), a new era has begun in the company – accordingly, extensive preparatory work was carried out by RUF|Betten. KRAFTJUNGS then decisively shaped the character of the new appearance with the proven brand workshop, the sharpening of positioning, values, messages and the creation of a brand persona.

An inspiring journey through the brand world

In the realization phase, the creative team of the agency had to convey the developed messages in a coherent and eye-catching way with an emotional brand presence. In the course of the relaunch, almost the entire communication was created from scratch: Image worlds, texts, photography style, colors, tonality – the customer always and everywhere recognizes his brand and experiences it up close. Via the new website and in social media, the brand now provides many useful tips, up-to-date insights on the important topic of sleep, and competent contacts for lasting sleep enjoyment.

Focus on efficiency and customer experience

During the website development, the KRAFTJUNGS online team succeeded in creating a staging environment that makes it easier to handle changes to RUF|Betten’s product range. Pleasing for users: the loading speed of the powerful site leaves hardly anything to be desired, and in accordance with the mobile-first principle, various measures contributed to a significantly improved user experience.