Gravis is Germany's biggest Apple retailer, with over 25 stores. This is both a blessing and a curse. Apple guarantees publicity and a growing number of loyal buyers, but how can Gravis establish itself as an independent brand in its own right?
Gravis is ‘Digital Lifestyle’. That's the idea behind the corporate design developed by Edenspiekermann. That way Gravis can expand as a brand without having to compete with Apple. Gravis is much more than Apple because Gravis also sells many digital products by other companies.
The bar was raised when Apple started opening their own stores. With their new look the Gravis stores in Germany have managed to leap the bar. Apple opened just one flagship store in Munich and otherwise sees itself well represented by Gravis. The communication concept and design by Edenspiekermann is flexible and simple. It works in a little Gravis corner of a department store right up to a big double storey 7,500 sq m building, and it creates an unmistakable ambience for the ‘Digital Lifestyle’.
The idea of ‘Digital Lifestyle’ has to appeal to customers wherever they happen to be standing or sitting, mostly at the point of sale and online. This is precisely where the brand experience developed by Edenspiekermann starts. The foundations are a new image and word mark, a colour scheme, a typography and layout concept – and an exclusive typeface for pictograms and accentuated text.
