Because advertising isn’t just any old thing.

Hofmetzgerei zur Oberen Mühle is a traditional butcher shop in Bavaria that supplies its customers with high-quality, regional products across five locations (as of 09/25). With a special focus on quality and regional origins, it combines craftsmanship with heritage. To make this commitment visible to the outside world, the brand was comprehensively modernized and repositioned.

The previous brand identity appeared outdated and no longer conveyed the business’s professionalism and expertise. The design and overall appearance were more reminiscent of DIY solutions and did not meet Oberen Mühle’s standards. The goal was to breathe new life into the brand, clearly professionalize its public image, and at the same time increase brand awareness and its appeal as an employer.

The rebranding focused on preserving the traditional core and expanding it with modern elements. The result is a clearly defined corporate design that exudes authenticity and quality, while also appearing fresh and contemporary. This was complemented by a new tone of voice: approachable wording with Bavarian charm and subtle wordplay that brings the brand’s character to life. All marketing materials, including the website, were redesigned as part of the relaunch and brought in line with a consistent brand identity.

A brand identity that credibly blends tradition and modernity. Today, Obere Mühle presents itself as clear, recognizable, and self-assured—both in its stores and online. The new identity has not only steadily increased the brand’s reach on social media but has also noticeably enhanced its appeal as an employer. As a result, the Hofmetzgerei zur Oberen Mühle presents itself as a modern, traditional business that remains approachable while also projecting a forward-looking image.