Hans Frauenschuh

Fashion & Craft

( Rebranding, Digital Experience )

Hans Frauenschuh Kitzbühel

Kitzbühel, Austria

2025

Intro

We helped to shape the next chapter for Hans Frauenschuh, a renowned Kitzbühel brand. By combining its heritage and considered use of materials with a contemporary design approach, we created a more defined identity characterised by timeless quality, elegance and artisanal expertise, and translated this into the digital world.

Challenges

1. Positioning
The challenge was to organise the company's portfolio of clothing, furniture, and accessories, which had grown organically, and provide the brand with a new strategic direction.

2. Brand Identity
The identity was designed to combine heritage with modern sophistication through the use of typography, colour, imagery and tone of voice. Subtly refining the existing logo helped to reinforce this evolution while retaining the brand’s distinctive character.

3. Digital Experience
The aim was to create a digital environment that makes the product range easy to explore while conveying the brand’s philosophy through a visually engaging and intuitive experience.

Outcome

We developed a refined brand strategy for Hans Frauenschuh, along with a visual and verbal brand identity. This encompasses positioning, the logo, a colour and typography concept, tone of voice, visual style, a brand book, website content and creative direction. By integrating three new apartments, we have successfully bridged the gap between the existing fashion and interior design sectors and the new hospitality offering. This enables the understated elegance of handcrafted items to be experienced at every touchpoint.

The scent of leather. The delicate texture of wool. The suppleness of handwoven fabrics. In Hans Frauenschuh’s world, craftsmanship becomes a sensory experience.