Koch's Meerrettich Te Rebranding by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2022 A' Design Award Hiriwa in Hoahoa Takai Competition Category.
HiriwaTakai· 2022
Koch's Meerrettich Te Rebranding
Client: KOCHS Meerrettich & Feinkost GmbH
A' Design Award Hiriwa Winner in Takai Category
- 25,950
- Verified Award Winner
- Verify Award Status for #140491
The Design
About Koch's Meerrettich Te Rebranding
Ko te pepeha ka hoki ki nga putake, kei te raupatu i te umanga kai i tenei wa. Ko nga huawhenua pakiaka tawhito, ko te horseradish, kei te tino rongonui i tenei wa. Hei whakaora i te waitohu i roto i nga whata, i whakarewahia ano e Wolkendieb te tohu tohu a Kochs me te putea putea. I whakahouhia te waitohu kia kaha ake, kia kitea ake. Ko te hoahoa hou e aro ana ki te whakaatu i nga kai maaori karekau i tukatia me nga tohutao maamaa kaore he taapiri, he rongoa ranei. He hou mai i te mara ki te kaihoko: tika, ngawari me te aroha!
The Recognition
About the A' Design Award Hiriwa
Ko Koch's Meerrettich Te Rebranding te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Koch's Meerrettich Te Rebranding he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Koch's Meerrettich Te Rebranding he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
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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