Mountain flattened by steam iron
Bernina Irons mountains
When a traditional Swiss brand like Bernina
, primarily known for its high-quality sewing machines
, wanted to break into the steam iron
market, walker was tasked with helping to extend the Bernina
brand. There were hurdles to overcome, of course; new distribution channels, consumer loyalty to existing brands were just two. But with the aid of a strong business plan and some fresh
product names from walker, a new visual identity was born. Bernina shares its name with a Swiss mountain, so walker advertised the new iron using a visual play on words to illustrate how easy it is to iron ‘mountains’ (tons = mountains in German) of clothing effortlessly. The launch was a success and the new Bernina steam iron was successfully added to the shelves of Swiss stores.