Five generations of wine tradition – and a new vision

140 years of tradition reinvented for today: With Anna and Oliver Fischer at the helm, Fischer Weine Sursee enters its fifth generation. To celebrate this new chapter, we’ve given the wine shop a fresh look that stays true to its storied past.

The logo, colours and typography

The logo was given a subtle makeover: simplified details, refined linework and a tidied up icon that works across print and digital media. The colour palette is inspired by the hues of grapes, complementing the primary colour with earthy tones. A mix of serif and sans-serif fonts gives the typography a modern elegance, while hand-drawn elements add personality.

Armed with these new design elements, we created social media templates, mailings, brochures, and a product catalog that bring the new design seamlessly into the analog world.

UX and UI: Personal, clear and inviting.

With over 1,500 products, the online shop is at the heart of Fischer Weine. Each page tells a story about the producers, regions or grape varieties, naturally guiding users towards the shop. Large-format images and structured content present the products, and new colours help users to find their way around. The people behind the wine take centre stage, embedded in a clear, organised design that balances functionality with personality.

Intuitive navigation and filters make exploration effortless, and content from the ERP system is seamlessly integrated.

A classic with a new design

The wine list has been a part of Fischer Weine for years. Spanning 100 pages, it showcases the current product range and features stories about winemakers and personal recommendations. As part of the rebranding process, we have redesigned the print publication to be more structured and readable, with larger images and a lighter, more contemporary design.