Brack

From well-known provider to sought-after brand: building preference and differentiation in Swiss e-commerce

The Swiss e-commerce market is dominated by a few large providers: in addition to the international platforms Amazon and Temu, the domestic players Galaxus and Brack.ch are particularly strong, demonstrating their market strength with high sales figures.

While Amazon and Temu deliver from abroad and therefore have to accept longer delivery times, their Swiss competitors benefit from their local presence. The situation at the beginning of 2025: Galaxus is the market leader, followed by Brack.ch, Amazon, and Temu. Around 80% of people in Switzerland are familiar with Brack. Despite its high profile, however, the brand lacks a distinctive positioning that appeals to both the head and the heart. The brand is present, but does not appear relevant or inspiring – especially for the younger target group. In addition, purchase consideration is stagnating and past campaigns have only achieved single-digit uplifts. Furthermore, the coordination of the individual value creation dimensions shows potential: content and purchasing were not closely linked, and sales in content sessions stagnated.

Show attitude, stir emotions

Over the past few months, we have had the privilege of providing the Brack team with comprehensive support in implementing their ambitious strategy. The first step was to define the Brack brand's attitude and work out how it can grow beyond itself. We also developed the tone of voice that would enable the brand to position itself ideally with the various target groups. In addition, we sought and found potential areas where Brack could positively influence both its share of wallet and its share of heart. A key insight here was that a highly emotional moment—the moment when the goods arrive at home—currently does not offer a differentiating experience. The reason: the Brack box did not have a distinctive design that could ensure visibility throughout the entire shipping journey. The newly designed Brack box addresses this challenge by incorporating the distinctive frame of the logo and becoming an icon for the brand.

Numerous other touchpoints between people and the Brack company and its services were redesigned with the same approach: from the website and communication channels to the sponsorship presence for the Swiss 1st Football League.

The result is effective: target groups rate it as young and digital, and they appreciate that it focuses on people rather than the product. In the brand refresh, the logo remains deliberately recognizable – with progressive

Implementation at touchpoints: Smart packaging, strong branding

From the website to print materials to digital assets, all touchpoints were consistently revised with a focus on characteristic differentiation—both in terms of content and visuals.