Untitled Case
Founded in 1969, s.Oliver chose a superfamily built for every optical scale as its new house font
In summer 2021, s.Oliver overhauled its brand identity with Munich agency Serviceplan, adopting a new logo, tagline, and house font. The chosen typeface was the Case superfamily, designed by Erik Spiekermann, Anja Meiners, and Ralph du Carrois. The rebrand extended across marketing, retail outlets, social media, and e-commerce. The repositioning was aimed at growing the brand's presence and reaching new urban audiences while engaging with social issues relevant to its customers.
Set in Case
Insights
- Case was adopted in three optical sizes—Normal, Text, and Micro—to maintain typographic consistency across all channels and contexts.
- The rebrand touched every touchpoint named in the source: marketing, online shop, social media, point-of-sale, and in-store wayfinding.
- Case's three co-designers—Erik Spiekermann, Anja Meiners, and Ralph du Carrois—are explicitly credited in the project documentation.
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