A B2B Relaunch No One Saw Coming KRAISS is ready for the future.
For over 35 years, KRAISS has been a staple in store construction. But the market changed — fast. Customers now want more: digital services, modular systems, personal experiences. The problem? The old brand didn’t deliver that story anymore. The mission: a full-scale 360° rebrand for the B2B space – strategic, visual, and verbal.
At the heart of the transformation: a return to what KRAISS truly stands for, paired with a bold new outlook. The result? A new brand narrative: retail.unexpected. It’s a sharp, fresh positioning that anchors KRAISS as a catalyst in retail, delivering solutions that don’t just sit on shelves but open up new dimensions. Every detail breathes the new brand: from crystal-clear service offerings and modular product visuals to smart nomenclature and even the team’s workwear. The new website? Premium. Clean. Solution-focused.
Retail is more than just selling – it’s about experiences, emotions, and real connections. Those who inspire, win. That’s exactly what we strive for – inside and out. With MDCT, we had a partner who supported us throughout the entire process with expertise and a keen sense for our brand.
#BeUnexpected. A principle for the entire organisation.
Alongside the brand, we developed a communication concept that brings this new direction to life – for everyone in the company. Internally and externally. #BeUnexpected became more than a campaign. It became a platform — showcasing the people behind KRAISS, telling their stories, their mindset, their ideas. On social. In content. In team comms. It’s not just branding – it’s culture. #BeUnexpected. A mindset, not just a message.
This rebrand hits different. We didn’t just create a new look. We made a brand that stands out by thinking differently — and that matters exactly where others go generic. We spotlighted existing strengths in product and service. Gave them space to shine. And shaped a presence that unleashes their full impact. KRAISS proves what modern B2B should be: surprising, authentic, human. And always just a bit unexpected.
Creative Direction: Wolfgang Benz
Strategy & Concept: Dennie Pfau
Art Direction: Felicitas Döring, Stefanie Hepperle, Orlando Selvaggio, Lutz Fischer
Copywriting: Jessica Schweinoch
Social Media: Hanna Weil, Analisa Sattler
Web Development: Paul Krauss, Kai Wieland
Project Management: Daniela Weber, Annika Liebstückel
Product Visualisation: Christian Rummel, Max Barthel (MDCT ID Harbor)
Photography: Thomas Kiehl
