Wuhrer’s competitive market was made of old-fashioned consumers, with a great sensibility for the quality-price relation.

Revitalizing the brand, placing it in the leading position of the value-for-money market by leveraging the traditional and historic heritage of the brand to attract new consumers.

The restyling was focused on the maximization of the corporate evidence, emphasizing the historic traits of the brand. The typeface redesign was flanked by the reassuring presence of the lioness as an element of continuity.