The BayWa brand has been a German hallmark for many decades now. Next to global commerce with agricultural products and technology, BayWa is specialized in selling high-quality construction materials. With more than 2,000 deliveries a day, BayWa is the largest builder‘s merchants in Bavaria and second largest in Germany. As lead agency for BayWa’s construction material sector, RaapSteinert conducted the brand relaunch as well as its activation along the various touch points up to BayWa’s points of sale.
Based on a comprehensive market and brand analysis, we have created the positioning of the BayWa construction materials brand. Deriving from that, we have developed the brand story and a communication concept which is both relevant for BayWa‘s B2B customers as well as for the private customer segment. The respective images for both customer segments were created in several shootings, now integrated as part of BayWa’s overall communication.