Over the past years, the notebook market has evolved significantly. New competitors — particularly from the lifestyle and creative industries — have entered the category, reinterpreting writing, journaling and planning as emotional and expressive acts. At the same time, analogue products are increasingly questioned in a digital-first world.
For LEUCHTTURM1917, this created a fundamental challenge: to establish itself as a fast-growing, internationally active brand — and to redefine the relevance of analogue writing within a digitally shaped society.
THE CHALLENGE
Defining a clear brand role in a digital world
At the heart of the project were essential questions about brand identity and perception:
- How is LEUCHTTURM1917 perceived internally and externally?
- What truly makes the brand unique in the eyes of its customers?
- And how can these strengths be translated into a future-oriented brand idea that goes beyond product quality alone?
The goal was to develop a strong brand narrative that clearly differentiates LEUCHTTURM1917 internationally — not through lifestyle positioning, but through cultural relevance.
THE APPROACH
From product detail to cultural mindset
Building on the existing claim “Details make all the difference” — which had long defined the brand’s self-image — we explored the deeper meaning behind LEUCHTTURM1917’s attention to detail. This led to a new, culture-shaping narrative:
THINKING WITH THE HAND
The narrative positions analogue writing not as an opposite to digital technology, but as an essential complement in an increasingly abstract, screen-based world. It reframes writing as a cognitive, creative and deeply human practice — with a measurable impact on thinking, memory and understanding.
IMPLEMENTATION
Brand strategy grounded in behavior and usage
To build this narrative on solid foundations, we worked with an international online community to explore usage patterns, behaviors, as well as brand image drivers and barriers around writing, planning and reflection. These insights were then translated — together with the brand team — into a clear, human-centered and future-facing brand strategy.
As part of the rollout:
- a brand manifesto was developed to emotionally articulate the mindset of THINKING WITH THE HAND
- a global launch event in Hamburg was initiated
- and the narrative was introduced as the new brand claim across more than 30 countries
THINKING WITH THE HAND - A new perspective on creativity and cognition
THINKING WITH THE HAND represents a fundamental shift in perspective. Neuroscientific research shows that writing by hand activates different areas of the brain than typing — particularly those linked to comprehension, memory and creative thinking.
Writing thus becomes a powerful tool for:
- problem-solving
- structuring complex thoughts
- planning and self-reflection
- journaling and personal development
Give your mind a hand.
In this way, LEUCHTTURM1917 evolved from a notebook brand into a brand with purpose — advocating writing as a conscious practice that helps people think more clearly, feel more grounded and live more intentionally.
OUTCOME
From notebook brand to cultural movement
THINKING WITH THE HAND has become the central brand idea of LEUCHTTURM1917 and continues to shape its international presence. The claim is now featured on all products and serves as a foundation for communication, product development and brand leadership.
In the years following the introduction of the new narrative, the brand significantly accelerated its growth and strengthened its global relevance — not by following lifestyle trends, but by articulating a clear cultural stance.
The new purpose gives our brand a solid foundation for expansion. The vision resonates with those responsible for the brand and gives us a clear direction for strategic development.