BongénieZeitlos elegant

Bongénie-Grieder, Switzerland’s family-run premier destination for luxury fashion since 1891, doesn’t sell elegance, it embodies it. With a unique approach that blends local charm and global appeal, every detail – from curated selections to exceptional service – is designed to reflect this department store’s distinctive, chic Swiss image with a boutique-like experience.

Consumer behavior has shifted toward digital consumption, leading clients to expect more from department stores – they now seek a complete lifestyle experience. With declining sales, Bongénie-Grieder urgently needed to update its outdated image. A stronger, more contemporary identity and effective communication tools were crucial to connecting with both existing customers and a new generation.

Collaborating on a comprehensive 360° brand and strategy refresh, BaseGVA began by reverting to the brand’s original name, Bongénie, embracing its heritage as a family-owned boutique and making it relevant for today: elegance, redefined. The next bold move: as any grande maison would do, own a color and infuse it across the brand’s art direction. BaseGVA revisited the brand’s historic blue with a modern, Signature Blue, rendering Bongénie more recognizable and synonymous with chic style. The new identity, featuring a refreshed logo, monogram and custom typography, reinterprets elegance for the modern era.