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Corporate design and communication since 2016

Bösch Boden Spies

The matter at hand was a redesign for a Bösch Boden Spies subsidiary. The outcome: the brand doesn’t exist anymore. But let’s start at the beginning.


Corporate Design
Trade Fair
Sales Campaigns
Packaging Design

1913. Bösch Boden Spies emerges as an import agency that markets dry fruit from overseas to Europe. Today, the company also develops innovate application concepts for the food industry. Wherever acerola cherries stabilise the colouring of smoothies or prunes replace the artificial additives in barbeque sauces, the researchers from the test kitchen in Hamburg Hammerbrook may well have their fingers in the pie.

Until 2017, this innovation strand from Bösch Boden Spies operated by the name Bolasco. It became apparent in workshops with the customers that the company construct implicated major weaknesses. The dual-track approach often led to uncertainty both internally as well as on the market.

As a courageous consequence, the brand Bolasco was dissolved and the innovation performances were brought under the Bösch Boden Spies umbrella – which we have now charged up in an entirely new way as a corporate brand.

What is the new story for the company as a whole? How do we explain the complex business model? How do we combine Hanseatic understatement and awareness of traditions with a start-up culture in action? And how do we take along all of our stakeholders with us in the process?

Bösch Boden Spies

Import and innovation agency
Founded in 1913
Globally operating
Based in Hamburg
Approx. 120 employees

Interviews with the management and staff of all business units led to a positioning by which the people at Bösch Boden Spies can be understood as “diplomats in service of highest product quality”.

Bösch Boden Spies brings everyone to one table: the many competencies within the company. Fruit producers along with representatives of the food industry and food trade. The Colombian physalis cooperative and the Swabian purchaser. The product developer of a muesli manufacturer along with the experts for nutritional trends.

Diversity and consonance, openness, pragmatism and a high level of quality were the guide rails when it came to developing the new brand appearance.

Bösch Boden Spies

Import and innovation agency
Founded in 1913
Globally operating
Based in Hamburg
Approx. 120 employees

Bösch Boden Spies Logo

The logo stands for “Unity in diversity”: the many areas of competence at Bösch Boden Spies. The many producers. The many stakeholders (production, industry, trade), who come together around the same table time and again. The many ingredients that have blended to become innovative recipes.

Typo - LL Brown
Typo - Miller Text by Carter&Cone
Bösch Boden Spies Farben
BBS Bildsprache Prune
BBS Bildsprache Blueberry

Clear and pure. Quality must speak for itself.

A documentary cinematic language tells of harvesting, processing or logistics.


BBS Produkticons


BBS Quality Grid



BBS Production Grid


BBS Icon Combination

Rich in detail, generous in design. The website has the task to lead prospective clients intuitively and as far as possible through the sales funnel.

BBS Concept Screen
BBS Web Details 01
BBS Web Contact

All the information about all the products. This way, users are well-informed before meeting sales partners.

BBS Web Details 02
Customer statement.
Ganz ehrlich.

We have been enjoying the cooperation with the inspiring F3 design team for three years now. We always feel lots of energy and a whole lot of support.

In our largest project together, we have managed to make our brand essence visible. It is great to see which new possibilities have opened up for us as a company.

Michael RundGeneral Manager and Partner, Bösch Boden Spies