The developed positioning corridor – reflected in the »The Engineers of Luxury« tagline – honors Porsche’s strong history in engineering while giving the brand its place in various luxury categories. The prerequisite for its successful market positioning is the consistent category management system, which is established and maintained through the corresponding decision-making tools. This creates a clear thematic brand profile that is continued from the communication to the products.

The origin of the Porsche Design philosophy is Ferdinand Alexander Porsche, designer of the legendary Porsche 911. This approach to design is also the core of Porsche Design Studio, located in Zell am See, Austria. As part of the Porsche Design brand portfolio, the studio develops products for Porsche Design collections as well as prominent partners such as Siemens, IWC and Grohe. These creations – ranging from furniture to yachts and medical tools – have the potential to become classics in their own right.


  • The Design Award of the Federal Republic of Germany 2006
    Silber for corporate design
  • ADC Germany 2006
    Award for Porsche Design Store Berlin
  • red dot product design award 2005
    Red dot for Porsche Design Store Berlin
  • iF communication design award 2005
    Award for corporate design
  • DDC Award 2005
    Silver for corporate design
  • ADC Germany 2005
    Award for corporate design
  • red dot communication design award 2004
    Red dot for corporate design
  • Corporate Design Award 2004
    Finalist with corporate design

Involved areas of expertise


  • Brand identity


Porsche Design


Luxury & lifestyle


Brand positioning and identity



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Porsche Design

Brand development

Porsche Design enjoys worldwide success as an independent lifestyle brand. The luxury brand for exclusive technical products draws its design inspiration from the legendary Porsche automobile. Like the car, Porsche Design stands for outstanding design, technical superiority and exclusivity.

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