Dubbed ‘the finest address in Germany’, Maximilianhöfe is an exclusive retail, business, and fine-dining experience situated on one of Munich’s most prestigious avenues.
Home to such iconic names as Dolce and Gabbana, Versace, and Moncler, Maximilianhöfe is a magnet for luxury-brand shoppers.
But its own brand didn’t reflect its exclusive offering, so Pembroke – the parent company behind Maximilianhöfe – asked us to transform it.
To build a brand, you need to know the business. So with Maximilianhöfe - as with all brand development work we do - the first step was one of discovery.
We flew off to Germany to meet with Pembroke's senior team and, through a series of workshops, formed a deep understanding of their business, their goals, their audience, and their competition.
From this up-front thinking stemmed the creative approach that our designers, writers, and developers subsequently brought to life.
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Woven has brought the brand right up to date, capturing our modern outlook whilst maintaining the timeless essence of our clientele, history, and architecture. We’re extremely impressed with the results and are looking forward to working with Woven in the future.
VICTORIA KINNARD - DIRECTOR OF ASSET MARKETING, PEMBROKE
Maximilianhöfe comprises both mid-19th century buildings and modern architecture and it's this play-off between old and new that makes Maximilianhöfe so distinctive.
It made sense, then, that we reflect this fusion of tradition and modernity throughout the rebrand: by creating a logo that's contemporary yet sympathetic to the business' heritage; through elegant yet striking photography, design, and colours; and via copywriting that stays true to the prestige of the brand whilst keeping things simple.
The result is a reimagined brand that's both modern and timeless.
Maximilianhöfe comprises both mid-19th century buildings and modern architecture and it’s this play-off between old and new that makes Maximilianhöfe so distinctive.
It made sense, then, that we reflect this fusion of tradition and modernity throughout the rebrand: by creating a logo that’s contemporary yet sympathetic to the business’ heritage; through elegant yet striking photography, design, and colours; and via copywriting that stays true to the prestige of the brand whilst keeping things simple.
The result is a reimagined brand that’s both modern and timeless.
Brand values, vision statements, and mission statements are the why and the how of the brand. Without them, a brand can't speak with one consistent voice across its media. It can't give a true impression of itself to target audiences. And it can't create a personality that stands out from the competition.
So that Maximilianhöfe would achieve all this, we created new brand values and statements, along with comprehensive design and tone of voice guidelines. Which means from now on their internal teams will always work towards the business' goals in a way that befits the brand.
A showcase of the thinking and creativity that’s gone into the rebrand is the Maximilianhöfe website.
Designed, written, and built by our multi-disciplinary team, the website reveals our past-meets-present approach with elegant design and simple copy combined with rich photography, an interactive site plan, and subtle digital transitions.
See our work for yourself over at www.maximilianhoefe.com.