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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.

For the „In good hands“ print campaign, we literally took transport into our own hands – a perfect example of an ethical campaign. As one of the world's leading logistics service providers, Kuehne+Nagel stands for reliable and smooth delivery processes – This is exactly what we realised visually. With creative motifs, we take the striking lorries directly to where they are needed: to the top of the mountain to the summiteer or right in the middle of the open-plan office. The message: seamless, personalised and responsible delivery that conveys trust and integrity.

Katrin Tindler-Kempen
Owner | 2bu design