During the summer of 1969, Bernd Freier, a trained car body builder, opened his first fashion boutique in Würzburg under the name “Sir Oliver”. Today, s.Oliver Bernd Freier GmbH & Co. KG operates 7,850 shops in over 40 countries from Rottendorf in Bayern, Germany. As a family of companies, the group caters for a variety of lifestyles with the brands: s.Oliver, Q/S by s.Oliver, comma, comma casual identity and Liebeskind Berlin.
In the summer of 2021, s.Oliver reformed its brand identity in collaboration with the Munich agency Serviceplan: a new logo, new tagline and a new house typeface, Fontwerk’s Case superfamily by Erik Spiekermann, Anja Meiners and Ralph du Carrois. The overhaul of the brand extends across all areas, from marketing to the online shop, from social media to the retail outlets and was intended to “grow presence, relevance and profile while tapping into new, urban target groups” (press release s.Oliver).
At the same time, the clothing group is responding to the changing role of fashion in society. “We know that our target group loves fashion, but their lives don’t revolve around it. And that is a good thing. We want to support this attitude. This also means that in the future we will position ourselves more strongly on social issues that influence the way we live together,” is how Levin Reyher, the Director of Marketing & Licences s.Oliver, explained the repositioning.
As a well-developed, modern sans-serif, Case supports s.Oliver’s high standards in an ideal way. Case’s clear basic character appears familiar and creates trust but at the same time it is novel and different, and perfect for creating a strong brand presence. Through the three optical sizes Case (Normal), Text and Micro, the family guarantees brand loyalty in all typographic stagings, in every topic and across every channel.