GLATZ - New brand design for shade providers: Suncomfort Sunflex

As part of a complete redesign of the Suncomfort by Glatz sub-brand, BUSSE was able to support the redesign of the high-class patio parasols and develop a new design language for the brand.

Glatz, based in Switzerland, is one of the leading parasol manufacturers and has been synonymous with high-quality parasols in the premium segment for over 125 years. The sunshades of the Suncomfort by Glatz sub-brand are characterized by a fair price, high functionality, pleasing aesthetics and good durability. As a target group, it is therefore aimed more at young families with a sense of style, aesthetics and price-conscious quality.

BUSSE was able to support the design of the new umbrellas and the development of a new corporate industrial design. Together with the publication of the new market presence, the first models in the new design have been available on the market since the beginning of 2022 with the three side mast umbrellas. At the same time, the new Website****went online, which also invites you to browse through its modern yet unconventionally playful design.

In the course of designing the side mast umbrellas, a new design language was developed for the brand together with BUSSE, which can also be transferred to future models. In addition to meeting the requirements of the target group, the aim was to achieve a strong differentiation from the competition and the core brand as well as a high recognition value within the product family. The design should also not push itself too much into the foreground in order to promote a relaxed atmosphere. Nevertheless, it should also have a clear independence.

This was achieved through a sympathetically rounded design with gently taut lines, over which there are then occasional striking edges. The design style continues from the aluminum mast to the central components to the hinges and small end caps of the struts.

This consistency not only ensures a coherent design from a single source, but also reveals an attention to detail that is unparalleled in the market segment. Additional recognition value is provided by a striking geometric microtexture on the surfaces of all operating elements for added grip.

The need of the young target group for durable products that protect the environment was also taken into account. The umbrellas were therefore designed to be as easy to repair as possible and various spare parts are offered via a web store. The frames are also made of durable, rust-free coated aluminum and the covers are made of high-quality UV-stable fabrics. This aspect also resulted in the requirement for the design to create an aesthetic that is not too polarizing and is therefore still perceived as pleasant even after many years.

We congratulate Glatz on this successful brand relaunch, both in terms of products and marketing, and look forward to further joint projects.