Schöffel

Schöffel, a family-owned company since 1804, is the world’s oldest outdoor brand. As part of a strategic repositioning, the brand’s visual identity has been comprehensively redesigned. Under the motto «Ich bin raus» (“I’m out”), Schöffel advocates for a mindful approach to nature and a focus on mental wellbeing. At the heart of the new design lies the Schöffel Stitch. It is a signature element that embodies the company’s centuries-old tailoring tradition and bridges product and communication in a single visual.

Designed as a part of the Jung von Matt team.
All rights reserved by Jung von Matt.

Brand Design  Art Direction  Graphic Design

The logo is an evolution of the old version, keeping the triangular «mountain» icon but giving it a more contemporary look, while unifying it with a more clean and versatile wordmark.

At the heart of the new design lies the Schöffel Stitch. It is a signature element that embodies the company’s centuries-old tailoring tradition and bridges product and communication in a single visual.