Press Release 21st January 2026

BIPA with a new brand identity: A new beginning starts with a capital B.

With a new brand book and an accompanying integrated campaign – developed and implemented by the agencies BBDO Vienna and AANDRS – BIPA is underlining its position as a reliable everyday companion. The modernised brand identity brings the brand even closer to the lives of its customers and also reflects the increasing internationalisation of the brand. In Austria, the new look and feel will be visible in the first stores from 22 January 2026, with further locations to follow by the end of the year.

Three people standing in front of a BIPA store. A large poster with a smiling woman is on the building's wall. The ground is wet, indicating recent rain.

BIPA managing directors Margit Reisinger, Daniela Reumann and Markus Geyer (from left to right) / Copyright: © Christian Dusek, Reproduction for PR purposes free of charge

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With its new look, BIPA is focusing on visual clarity and a more mature, consistent brand presence. With the corporate design developed by the creative agency BBDO Vienna and the accompanying campaign under the responsibility of BIPA's lead agency AANDRS, the company is positioning itself more confidently than ever before. ‘We are sharpening BIPA's brand identity with a focus on clarity, consistency and visibility,’ explains Markus Geyer, Managing Director at BIPA. ‘Our new slogan, “We are there for whatever life brings”, sums up our clear stance: a confident brand image that is understandable in Austria and internationally and incorporates the everyday lives of our customers. This is clearly reflected in the visual language, where we will be focusing even more strongly on diversity, real people and scenes from everyday life in the future.’

The ‘B’ as a striking centrepiece

The central design element is the letter ‘B’ as a flexible key visual. It creates space for emotional imagery, typography and short, clear messages – both digitally and at the point of sale – allowing customers to immerse themselves in the BIPA brand world. With the campaign slogan ‘Everything starts with a big B’, BIPA also emphasises its importance as a reliable companion in everyday life and translates the brand's claim into an active promise of performance.

‘BIPA is there for whatever life brings. This promise is reflected in the confident, clear corporate design,’ says Jana David-Wiedemann, CEO of BBDO Vienna. ‘We have translated it into precise design rules so that it works in everyday life as well as in large campaigns. The result is a mature brand identity with high recognition value.’

Arno Reisenbüchler from AANDRS, who are responsible for the 360-degree campaign visible from 22 January, adds: "Whether it's love, order, partying or feeling good: all this and much more begins with a big B like BIPA. And that's exactly what we want to communicate with this campaign: humorous, relatable and contemporary. A campaign that is very close to customers and is intended to lead the brand into the future."

The new brand experience in stores

BIPA is placing even greater emphasis on the customer experience, particularly at the point of sale. Newly designed entrance areas, guidance and orientation elements, and promotional areas make the brand promise even more tangible and invite customers to linger and explore. The clear visual language ensures better orientation, while the well-designed lighting in particular creates an inviting atmosphere. This makes every visit to a branch a positive brand experience.