KaDeWe - Die Sechste

The KaDeWe private label

The KaDeWe’s famous food floor on the 6th floor has evolved into its own iconic brand, now named “DIE SECHSTE.” To emphasize the uniqueness of this department's offerings, we introduced a private label concept featuring a wide variety of delicacies. The branding captures the essence of the historic building while embracing modern design. Utilizing the famous façade as a visual anchor creates a cohesive identity across all applications. The development of two unique typefaces further enhances the brand’s personality. This thoughtful integration of history and contemporary aesthetics results in a distinctive visual language that resonates wit