Camping has become a fashionable topic in recent years, with a growing appeal to a younger target group. To take account of this development – and to present Eriba as an open and modern brand in an industry that was previously perceived as rather traditional – the Munich-based “Hirschfänger” agency began revamping the caravan manufacturer’s brand message in 2020. This transformation has now been systematically continued via the relaunch of the company’s website.

The goal of this brand-transformation process was to design an authentic and modern brand identity that creates individuality within industry communications and clearly positions Eriba within the competitive landscape. The new, independent visual language relies predominantly on illustrations, a new colour palette and modernised typography. In terms of their appearance, Eriba caravans now deliberately and skilfully break with the familiar advertising clichés for camping vehicles.

The relaunch thus makes Eriba more attractive to the target group while also appealing to existing customers and fans of the brand through familiar content. “By consistently putting the digital transformation first, we clearly placed the digital journey within our strategic focus and were thus able to successfully translate the brand strategy into the digital space,” says André Tkacz, Account Director at the agency Syzygy Deutschland GmbH, which led the project from the development of the digital strategy to the implementation of the website. “With the new website, we were finally able to bring our creative concept – ’A home for your wanderlust’ – to life and make inspirational worlds of travel tangible through a vibrant animation concept,” adds creative director Philipp Schlosser.

The new look is consistently reflected across all digital and analogue channels – on the company’s website, on social media and in product catalogues as well as all POS and marketing materials.

“Winner” of the German Brand Award 2021

Eriba’s transformation is also causing a stir outside the industry. In June 2021, the company’s new brand identity saw it crowned as a “Winner” in the category “Excellent Brands – Transport & Mobility” at the German Brand Award 2021. Since 2016, the German Brand Award has annually honoured the world’s most innovative brands and consistent brand-management strategies. “We are delighted that our work has been validated with such a prestigious award. Furthermore, since the relaunch we have received increased amounts of positive feedback – both from our customers and our partners,” says Frank Heinrichsen, Head of Central Marketing at Hymer GmbH & Co. KG.