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Swiss marketplace strength
now comes with more brand strength.

Two marketplace brands. One shared stage, without losing their independence.

Digital poster for tutti with “Perfect match” in a station concourse

Brand challenge

tutti and anibis have long stood for trusted, local online second-hand trading in Switzerland. The two classifieds platforms bring together people who buy, sell and pass on used goods.

As sister platforms within SMG Swiss Marketplace Group, both brands are moving closer together strategically.

How can their closeness become visible without blurring familiar brand codes?

The tutti visual world: people unpacking second-hand finds, a picnic in the park, the tutti T, the “Shop ’n’ Roll” poster and the line “Your (market) place to be”
A tote bag with the anibis pictorial mark next to a roll of parcel tape with the tutti TAI-generated
A tote bag with the tutti T at a flea market in townAI-generated
A smartphone with the anibis app next to a mailing bag with an anibis labelAI-generated
A smartphone with the tutti T and a parcel with the tutti logo, a town with a Swiss flag behindAI-generated

Brand idea

Related, but not same same.

A connecting design element and the purpose-built typeface “tuttianibis” support the shared communication. They thus support each other without cannibalising each other. tutti and anibis will appear without “.ch” from now on, and anibis gets the same cube as tutti as its pictorial mark.

Typography, colour and imagery connect the brands.

The anibis tote bag and a roll of tutti parcel tape together on one surfaceAI-generated
The anibis pictorial mark in everyday life: on a phone, above a shop, on a van and on a scooterAI-generated
The anibis pictorial mark as an app icon on a phone and on a parcelAI-generated
The tutti app on a phone, the tutti T on a shop window behind it, a bicycle and a cameraAI-generated

Result & impact

Shared codes in independent brand identities.

The kinship is now deliberately more visible, but both brands keep their independence. And the closeness becomes tangible: listings from tutti and anibis gradually appear on the other platform as well.

  • Brand architecture
  • Strategy translation
  • Corporate design
  • Brand style
  • Logo systems
  • Design systems
tutti campaign visual: “Shop ’n’ Roll” with a dancing woman
anibis campaign visual: “Perfect match” with a young woman and a sneaker
The tutti app on a smartphone in someone’s hand
Poster for anibis with “Shop ’n’ Roll” by a street
A large poster with the tutti logo in the evening, passers-by in motion in front of itAI-generated
A large poster with the anibis logo on a shopping street, passers-by in motion in front of itAI-generated
A large poster with the anibis logo by day, passers-by in motion in front of itAI-generated
anibis perimeter advertising in a football stadium in the eveningAI-generated
Priska Cavelti
„Working with IDEENHAUS on developing our brands based on our strategy was always really straightforward – with good, proactive communication.“

Priska Cavelti

Director Marketing, anibis & tutti, SMG Swiss Marketplace Group

Key facts

2 marketplaces 1 design system

Simplified naming concept

Own identity preserved

Contact

Two brands under one roof?
Let’s talk about it.

Key takeaways

  • Closeness needs clear boundaries.

  • Typography can connect brands.

  • Change preserves the familiar.

Sabine KropfManaging Director

Sabine Kropf
Maximilian Kratzer

Maximilian KratzerHead of Growth

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