Fashion made smarter.

bonprix is an internationally successful fashion retailer and today reaches around 15 million active customers in around 30 countries. The Otto Group company, headquartered in Hamburg, is one of the Otto Group’s top-selling companies. At bonprix, customers experience fashion and shopping on all channels – online, via catalog or in the bonprix store in Hamburg. E-commerce accounts for the lion’s share of sales, at around 90 percent. In Germany, is one of the twelve most successful online stores and is number 3 in the fashion sector.* The product range includes women’s, men’s and children’s fashion, accessories as well as home and living products. *Source: Study “E-Commerce-Markt Deutschland 2021” by EHI Retail Institute/Statista.

The basis for the bonprix brand relaunch was the jointly developed strategy for transforming the brand. In an intensive process, the brand personality and its differentiation potentials were developed and, on this basis, the positioning in the markets with a clear profile and new brand story was worked out.

Studio Oeding then translated the strategy into a holistic corporate design. The positioning as a passionate, inspiring, authentic and smart brand has been visible in all branding disciplines since March 2023. Striking components are the logo, the individually developed brand font (feather band) and the brand claim “Fashion made smarter” together with the visual identity and the changed color concept. bonprix is thus ready for the smart shopping experience of tomorrow in all channels.

Further steps of the brand relaunch will follow successively in 2023 and become visible worldwide. The focus will be on the further development of primarily digital touchpoints such as the bonprix app for an even more inspiring shopping experience.


Brand Strategy
Corporate Design
Logo Design
Type Design
Interface Design
Packaging Design