This project has been initiated and co-developed by Werbebuero March.

The carpentry business 'Schreinerei Hinterberger', located in Upper Bavaria, has specialized in high-quality wood processing for over 80 years, both for interior and exterior applications. The family-owned business primarily focuses on custom-made products for single and multi-family homes. Services include on-site consultation and measurement services, 3D modeling of the objects to be produced, woodworking ranging from extensions to interior doors, interior design, and carpentry for construction, as well as a repair service.

Coming to life once again

The task assigned to the advertising agency Werbebüro March was to breathe new life into the carpentry business with a communication concept. The evolution of the company required more than just visually appealing and functional promotional materials – it particularly needed a clear positioning and a distinct identity as part of this collaborative project.

In this concept, the services, brand essence, and market position were to be clearly defined. A new logo with a tagline, along with a corresponding, multifunctional business setup, was intended to give the carpentry business a completely new look and transform it into a brand.

Discovering the core values

During the collaborative implementation with WBM, several challenges emerged. While the unique selling proposition still needed to be developed, strategic, design, and language decisions had to be kept as straightforward as possible. Instead of generic slogans, the goal was to convey compelling stories that would give the company a deserved freshness and approachability. Radically modern approaches also had to be ruled out to maintain respect for traditional values and experiences.

A new perspective emerged from a joint on-site visit to the carpentry business and deeper conversations with the owners and employees. It quickly became clear that a term stood out for everyone in the company that was as simple as it was obvious: Home. Everything in the business revolved around unity, fun, self-realization, and the creation of personal living spaces. Thus, the Bavarian term "Daheim," synonymous with one's own home, was established and set the stories in motion.