Liberhaus

Background
Pyaterochka’s retailer (X5 Group) own brand, Liberhaus, holds a strong position in the home goods category.

At this new stage of the brand’s development, the strategic objective was to evolve its visual identity. The Liberhaus name embodies the values ​​of German meticulousness, precision and order.

To ensure these qualities were recognizable to consumers, it was necessary to deepen the visual system’s alignment with the brand’s philosophy. Continuity was key: it was necessary to maintain brand recognition and retain a loyal audience, laying the foundation for future growth.

Challenge
The agency team faced a complex task requiring a delicate balance between tradition and innovation.

The redesign aimed to carefully retain the brand’s loyal audience through the continuity of recognizable elements while simultaneously opening Liberhaus to new customers. The goal was to create a scalable identity system capable of encompassing a variety of household product categories, from laundry to cleaning, without losing consistency.

Particular attention was paid to synergy between the physical shelf and the mobile app, where the visual language ensures high recognition. The solution had to convey precision and consistency through a strict, minimalist design that preserves the brand’s philosophy and appeals to modern consumers.

Solution
The UPRISE agency team developed a new visual concept built on the brand’s values:

• a minimalist logo with geometric shapes communicates neatness and order.
• the corporate palette is built on strict achromatic shades: black, white, and gray.

This creates a sense of consistency, reliability, and professionalism. To ensure visibility in a competitive retail environment, contrasting yellow accent bars are used, effectively highlighting the brand on the shelf. The identity is built on the principles of symmetry and structural simplicity, creating a professional image consistent with the brand’s philosophy.

Result
The new design successfully addresses the key challenge: maintaining recognizable features for existing customers while simultaneously opening Liberhaus to a new audience through a modern aesthetic encompassing all categories of home goods.