Customer
Kühne+Nagel
Services
Campaigns Advertisements, posters
Kuehne+Nagel – Campaign In good hands
Kuehne+Nagel is one of the world's leading logistics companies and is well established in air and sea freight. With the new campaign „Your goods in good hands“, the overland transport division should now also become more visible – as an integral part of a holistic transport network. 2bu design was commissioned to develop a B2B campaign that strategically strengthens the brand, visually connects all business areas and communicates trust as a central brand value.
"In good hands" – Trust as a brand experience
The strategic concept behind 2bu design: All modes of transport – land, air and sea – are visually linked together. Rather than depicting anonymous logistics processes, the focus is on people. The customer becomes part of the story.
This is how emotional branding, which combines technical expertise with approachability and reliability – values that go beyond mere price and performance in international B2B business. The campaign captures the essence of the brand: „Your goods in good hands“ – a message that combines security, efficiency and personal responsibility.
Precision meets personality
The campaign concept translates the strategic idea into a vivid visual language. With a twinkle in the eye, the visuals depict surprising everyday scenes in which Kühne + Nagel is closer to its customers than ever before. The visual language combines precision, clarity and an engaging presentation – making logistics an emotional experience.
The design utilises minimalist typography, bold colours and strong contrasts, which underpin the global brand identity whilst remaining adaptable to regional contexts. Whether in print, online or at trade fairs – the campaign creates a consistent brand experience that both resonates internationally and works locally.
German 
English