We sat down with Mat and Sebi Bumann to find out why they re-orientated the entire brand and changed the logo. How did they come to this joint decision with their team and long-time companions? What were the considerations behind this change and what does it mean for the future of the brand? Read their motives in the interview now.
Why did you change the logo and name of your brand after 18 years?!
Matthias: "We can't answer that quickly and we need to go into a bit of detail. The change to HAE was really an intensive internal process. We involved the whole team and all the people who have been with us since the beginning - people like Silvano, Levi, Anto, Sämi, Caldi, Ändu, Schüli, Gregi, our families and many friends. In fact, we have been thinking about changing our branding for years. Silvano has often brought up the idea."
Sebastian: "Yes, I remember. About 18 months ago we decided to really take this step. Since then it has been an exciting journey with many intensive discussions and a lot of work. It wasn't just about a new logo or a new name, but about rethinking our entire brand presence - from the website to the packaging right down to the smallest underwear label. We wanted to adapt everything."
Matthias: "Exactly, our goal was to create a brand identity that better expresses our deep connection to the Alps and the authentic way of life that we all share. We wanted our entire look to reflect these values."
Sebastian: "And we noticed that our old brand, with the logo and the name hä?, simply didn't suit us anymore. hä? was created more or less by chance in 2006, when we were still in high school. Just as we have evolved, our brand has also changed. It has been a wild ride with many ups and downs, and we have learned a lot along the way."
Matthias: "With HAE we are now sending a clear signal that honors our history and origins, but also creates a new clarity and modernity. It is important that the name is pronounced as it used to be, so that we can preserve our roots even as we continue to develop."
Sebastian: "It was important to us that this change came not only from us as founders, but also from all those who have helped shape our journey from the beginning. Together we defined the new path and decided that now is the right time to take this new direction."
Matthias: "And we really hope that with this change we can offer our customers added value and make our brand even more authentic."
What remains the same at HAE despite the rebranding?
Sebastian: "Our deep-rooted passion for the mountains and the adventures they offer remains unchanged. We want to continue to inspire people to experience the mountains and write their own stories. These values have been at the heart of our brand since day one."
Matthias: "Absolutely, and that's also because we are all 'Raised by the Alps'. We were very lucky to grow up here in the Alps, surrounded by nature, which shaped us just as much as our parents and friends. Schüli in Stans, Ändu in the Solothurn Jura, Zösi in Innsbruck or us here in Valais - we all spent countless hours outside, as children, teenagers and adults."
Sebastian: "You said that really well (laughs) and you hit the nail on the head. Whether snowboarding, skiing, climbing or flying - these experiences in nature have had a profound impact on us. The Alps have 'educated' us, so to speak, and have contributed a great deal to who we are today."
Matthias: "And that doesn't just apply to us as a brand, but above all to us as people. This alpine spirit is what we want to convey to the outside world with HAE. These are our roots, and we remain true to them."
What does the new branding mean for your customers and what new opportunities does it open up for them? What do they actually get out of it?
Matthias: "With the new branding, we want to give our customers the opportunity to feel a deeper connection to the values that drive us. It's about opening up new experiences and seeing them not just as buyers, but as part of a larger community of adventurers who share our passion for the Alps. The new branding is intended to strengthen the sense of belonging and invite our customers to actively participate in our journey and create their own story."
Sebastian: "I agree with you. To deepen this connection, we also want to create a clear and consistent narrative that makes clear our commitment to alpine life and adventure. That's why it's important to us to organize platforms and events where our community can share their own adventures and experiences. In this way, we not only create inspiration, but also a living narrative that everyone can participate in."
Matthias: "That's exactly the point, and that's why we've also developed our products further. Many designs are now of even higher quality, and we use new materials, some of which come directly from the Swiss Alps. For example, we've developed new beanies made from Swiss flax. We've also completely redesigned our handmade boxes and had them produced here in Switzerland to show our connection to the region even more strongly."
How does the new branding, including the logo and design, reflect HAE’s values?
Sebastian: "The new branding really reflects our core values - such as independence, storytelling, adventure and the community spirit. It shows the courage and determination it takes to take things into your own hands in the mountains. But it also underlines how important the community is. Without the support of the people you can rely on even in the worst winter storms, many things would not be possible."
Matthias: "Right. That's what makes our branding so special. It expresses these values through a clear and dynamic visual identity that shows both our timeless connection to nature and our innovative strength. With the new design, we are creating something that combines permanence and connection with the Alpine culture - and also with the people who share these experiences with us."
Sebastian: "The mountains have taught us to trust in ourselves and at the same time to appreciate the power of community. The new branding should embody exactly this balance - our journey that has made us what we are today."
Matthias: "Yes, and I hope that our new direction will make this even clearer. We want these values to be more tangible. In the past, we have sometimes lacked this, and feedback from customers, friends and other important people in our lives has shown us that we need to be even clearer here."
What were the biggest challenges during the rebranding and how do you ensure that HAE remains authentic?
Matthias: "The biggest challenge was finding a balance between our previous identity and the future we see for HAE. It was crucial to honor our roots and the history that brought us here as we continue to evolve. Our customers support us because they share our history and values. That's why it's important to us that every innovation strengthens this connection."
Sebastian: "It was also extremely important for us to integrate the different perspectives within our team and to ensure that the result satisfied everyone as much as possible. However, this process strengthened us as a team and also created a deeper awareness of the work of each other team member and showed how close our community really is and what values it is built on. Authenticity remains at our core; every decision is based on our values and therefore on our deep connection to the Alps.
Last question: Do you have investors on board who wanted all this? Be honest!
Matthias: "Haha, no, no investors telling us what to do! We have always built HAE ourselves - without any outside money. Everything is bootstrapped! We started with just CHF 50 and put every franc we earned back into it. HAE remains independent and the company still belongs to Sebi and me. So don't worry, nobody is pulling the strings here except us!"
