Koch's Meerrettich Le Rebranding by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2022 A' Design Award d'Argent in Design d'Emballage Competition Category.
ArgentEmballage· 2022
Koch's Meerrettich Le Rebranding
Client: KOCHS Meerrettich & Feinkost GmbH
A' Design Award d'Argent Winner in Emballage Category
Verified Award Winner
Verify Award Status for #140491The Design
About Koch's Meerrettich Le Rebranding
La devise du retour aux sources, est actuellement en train de conquérir l'industrie alimentaire. Les légumes-racines anciens, dont le raifort, sont actuellement très populaires. Pour relancer la marque dans les rayons, Wolkendieb a relancé l'identité de marque et le portefeuille d'emballages de Kochs. Le logo a été modernisé pour devenir plus audacieux et plus visible. Le nouveau design se concentre sur la représentation des ingrédients naturels non transformés et des recettes propres sans additifs ni conservateurs. Frais du champ directement au consommateur : préparé directement, simplement et avec amour !
The Recognition
About the A' Design Award d'Argent
Koch's Meerrettich Le Rebranding est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Koch's Meerrettich Le Rebranding est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Koch's Meerrettich Le Rebranding est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The motto "back to the roots" is currently conquering the food industry. Ancient root vegetables, which include horseradish, are currently very popular. This trend is taken on the successfully relaunched KOCH's products. The new design doesn't focus on depicting the dishes, but rather the unprocessed illustrated ingredients. Fresh from the field - directly, simply and lovingly prepared!
- Dimensions & Packaging
- Jars with natural paper labels in various sizes are sold in retail. The relaunch also includes a aluminium tube and the entire catering range with large plastic containers. Each recipe has its own illustrations and colour-code. In order to put forward the products top-freshness, a freshness and quality seal has been created. The intensity-level is indicated by a scale.
- Tags
- packaging, brand image, rebranding, WOLKENdieb, Develey, KOCHs, horseradish, logo
- Production Technology
- The logo was relaunched first. From there, the shape of the labels has been adapted to the new identity. A freshness and quality has been created. All labels are printed on natural uncoated paper.
- Design Challenge
- The challenge was to give KOCH's brand a new look that would appeal to younger and new customers, without losing existing customers. The design had to reflect the naturality and simplicity of each "like-before recipes"
- Research
- Before the project started, a market research analysis was conducted to reveal the weaknesses of the brand, and how it should be upgraded. After the brand and product relaunch, a new market research was successfully conducted, and showed how well the rebranding works on the consumers.
- Inspiration
- KOCH's is a subsidiary brand of the Develey-Group, one of the strongest international companies for mustards, sauces and dressings. Local production and national sales are particularly driving its popularity. Since the family business was founded more than 100 years ago, KOCH's has been cultivating its own fields, conducting its own plant research on cultivation, storage and gentle processing in the production lines. The task was to reflect this quality and naturalness on the labels.
- Project Duration
- The project started in March 2021 in Aachen, Germany and finished in July 2021. It is displayed on shelves since November 2021. It was showcased in the 196th issue of the "Creativ Verpacken".
- Operation Flow
- To match the brand relaunch even more, the recipes were reworked to become even cleaner, without any additives or conservatives.
- Team Members
- Creative Director: Annika Reuber
Art Director: Daskia Frohn
Art Director: Chloe Krey
Technical Artworker: Margit Jansen
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