LIT's rebrand of German retailer Gravis draws on the past but looks to the future

Gravis is Germany's premier tech retailer and one of the nation's largest Apple resellers. Founded in 1986, the company has long been at the forefront of German retail, proudly standing as the country's first and sole Apple reseller.

However, the world has evolved dramatically since those early days, and more recently, Gravis found itself immersed in a fiercely competitive landscape. The company's brand no longer resonated with its innovative ethos and unwavering commitment to quality, making it increasingly challenging to engage with younger audiences.

It was clear that a rejuvenation was in order. Recognising the need for a fresh perspective, Gravis turned to LIT, a branding agency renowned for its expertise in rebranding innovative companies. LIT's dynamic and forward-thinking approach aligned smoothly with Gravis' vision for transformation.

Gravis advertising billboard featuring a man in a green jumper giving advice to a woman, with the tagline "Great device, smart advice

White shopping bag with green Gravis branding and three-dimensional green leaf handles against a grey surface

Logo and identity

LIT's team of branding experts embarked on a journey to craft a new, contemporary identity for Gravis, breathing new life into the brand. The result is a striking and iconic logo paired with a vibrant colour scheme that reflects the spirit of innovation.

The logo pays homage to the retro-futuristic aesthetics of Apple's history, creating a visual link to the brand's heritage while embracing modernity. A thoughtfully chosen serif font further reinforces this historical connection.

Beyond the logo, the new brand identity extends to every aspect of Gravis' visual language. The campaign motifs take inspiration from the aesthetics and user experience of Apple products, fostering a sense of familiarity and appeal among consumers.

Hands holding open a magazine spread showing a woman in a yellow shirt working with clay on the left page and text reading "You'll never work alone" on the right page, with Gravis branding visible

Woman in cream jumper sitting on a striped bench using a tablet, with a green Gravis bag beside her

Hand holding a white-framed magazine or publication featuring a man and the word "Gravis" in green lettering on a wooden surface

The result is a brand that is not only fresh and contemporary but also instantly likeable and cool. The colours, typography and art direction all add up to a brand refresh that feels, well, quite refreshing.

"Rebranding Gravis has been an exhilarating journey that allowed us to merge the rich legacy of the brand with a vision for the future of technology retail," says Christopher Leidinger, co-founder of LIT. "Our aim was to create a brand identity that not only captures the essence of Gravis but also sets new standards for the industry. We're thrilled to have partnered with Gravis in this transformative endeavour, and we believe the result speaks volumes about the power of innovation in branding."

"From the beginning, LIT really understood our heritage and took it seriously," adds Mirja Marek, head of marketing for the retailer. "The new brand embodies where Gravis comes from and, at the same time, takes us into the future. From design and campaign to assortment strategy, the team always showed great expertise in a variety of topics, really helping us to make the new brand strategy come to life."