Rebranding the most trusted brand in Germany
For decades, Stiftung Warentest has been the gold standard for consumer protection. Founded by the German parliament in 1964 it has the resources to continuously check the quality of goods offered in Germany. Its independent product reviews are derived under the highest scientific standards. If products pass the rigid tests, the brands are allowed to license the seal and test result for a limited amount of time — as long as they don’t change the product. This provides valuable orientation for millions of consumers.
With an impressive 96% brand recognition, Stiftung Warentest therefore stands as Germany’s most trusted authority in consumer protection. However as consumer shopping decisions have shifted heavily towards online commerce, fake seals and lookalike platforms attacked the brand and its different subbrands.
From strategic realignment to brand design, implementation to roll-out, we teamed up with Stiftung Warentest to evolve their brand carefully. This transformation ensures that Stiftung Warentest will remain a trusted guide for consumers navigating an increasingly complex marketplace—both today and in the future.
Insights
- Of consumers in Germany recognize the brand
- 96%
- Of consumers trust Stiftung Warentest
- 75%
- Founded by the German Parliament to offer independent and scientific product reviews
- 1964
Brave Decisions for Greater Clarity and Trust
Stiftung Warentest’s greatest asset is the trust consumers place in its independent reviews developed under the highest scientific standards. However, while Stiftung Warentest was highly recognized, its magazines and platform subbrands (test.de, test and Finanztest) were not. The internal brand structure had evolved over time, but externally, it lacked clarity for consumers.
So, together with the Stiftung Warentest leadership team, we developed a new branded house strategy with one goal in mind. We aligned all offerings—whether web or the magazine brands—under one strong and recognizable brand that consumers continue to see as their anchor of trust: Stiftung Warentest.
“Consistently cleaning up such a trusted and beloved brand and aligning it for the future was a major task. Edenspiekermann was a valuable partner in this process, from strategy to implementation.”Julia Bönisch, Chairwomen of the Board Stiftung Warentest
Rethinking what trust looks like in 2025
Before rethinking and modernizing what trust looks like in the future, we took a look at the great heritage of the last 60 years to distill what quxylities we want to preserve.
The most recognizable element of Stiftung Warentest—the test seal—underwent careful refinement. The design was subtly modernized to improve clarity, increase security against counterfeits, and ensure that consumers can instantly recognize a genuine Stiftung Warentest rating. Before finalizing the new design, we conducted extensive consumer testing to confirm that the updated seal maintained its strong association with trust and credibility.
The visual identity was further strengthened by putting the exclusive typeface “TheBest” developed by Luc(as) de Groot front and center stage. In addition, we reimagined the brand’s color palette. On a brand level Stiftung Warentest now consistently uses its signature red across all platforms, retiring the previous subbrand colors (blue for Finanztest, orange for test.de, and gray for the parent brand). On the content level, we allowed for a rich color palette to differentiate the wide array of consumer goods reviewed. This clarification enhances brand recognition and ensures a cohesive brand yet rich content experience across all channels.
“To work on such a recognizable Brand was a challenge we took on with respect.”Christian Hanke, CEO Edenspiekermann
An iconic brand prepared for the future
We modernized Germany's most recognized brand and reimagined how consumers view trust. Stiftung Warentest is now a unified, stronger, and more recognizable brand—ready to guide consumers for many more years to come. With a refined strategy, a modernized design, and a stronger brand presence, Stiftung Warentest continues to be the benchmark for trust and consumer protection in Germany.
