Bene is a strong brand with a long tradition. In its 225th anniversary year, the office furniture firm has refreshed its brand image with the help of the Vienna advertising agency “We Make”. Bene’s new brand campaign presents it as more dynamic and vital than ever before.
Bene creates spaces where people are comfortable and enjoy working. Bene was founded in 1790 as a family business in Waidhofen an der Ybbs, Austria. Today, it is an international group of companies with locations in over 40 countries around the world. The Austrian company has specialised in office furniture since the 1950s, and thanks to a persistent expansion strategy the company is now represented in all of the world’s major metropolises, from New York to London to Dubai, with its own showrooms or through retail partners. Bene has shaped the collaborative workplace trend in offices around the entire world with its concepts and solutions.
“The Bene brand has a great tradition. Our responsibility, however, is to scrutinise our products constantly and develop innovative solutions that correspond to the spirit of the times while promoting creative collaboration among employees and supporting the potential of the individual”, says Michael Fried, Member of the Management Board (responsible for Marketing, Sales). “We always aim to contribute to the success of our customers’ businesses. That makes us a pioneer and visionary in the industry.”
Bene has been in a restructuring phase for the last two years. Especially in times of upheaval, it is important that a brand conveys confidence and continuity, both internally and externally. “High brand recognition is one of our greatest strengths”, says Michael Fried of Bene. “Now – also with the arrival of new owners – is the ideal time to invest new energy into the Bene brand.” The great appeal of the Bene brand – with its core values of pioneering spirit, innovation, design, and functionality – is a central competitive advantage within the industry. Bene has further refined its brand values on the basis of an intensive analysis of the company’s self-image and what others think of it. Now this revitalisation will be communicated to the outside world.
Bene brought one of Austria’s most renowned creatives, Thomas Niederdorfer, on board for the new image campaign. Niederdorfer has won more than 170 national and international creative awards while working for industry greats such as “Demner, Merlicek & Bergmann“, “Heimat Berlin“, and “Jung von Matt“. Bene is among the first clients at Niederdorfer’s new agency, “We Make”.
Thomas Niederdorfer: “In the new campaign, we are looking forward with confidence, to a successful future. With “I AM BENE”, we have created an identity-generating campaign motto that works the same for employees and customers – and beyond that, it is also the company’s promise of performance. The new slogan “Inspiring offices. Since 1790“ not only sums up Bene’s core competence but also refers simultaneously to the company’s long history.”
The campaign focuses on people who interact with well-known Bene furniture. Jork Weismann, one of most internationally renowned fashion photographers, was behind the lens. Weismann has worked for Purple, Dazed&Confused, Vogue, Elle, Monocle, GQ, Zeit Magazin, New York Times Magazine, and Vanity Fair.
The six subject variants will be seen in selected international print publications, as well as in Bene showrooms around the world.
© Bene AG, no charge for printing. Specimen copy requested.