Koch's Meerrettich 品牌重塑 by Wolkendieb Design Agency is a highly esteemed winner of the very prestigious 2022 A' Design Award 银奖 in 包装设计 Competition Category.
银包装· 2022
Koch's Meerrettich 品牌重塑
Client: KOCHS Meerrettich & Feinkost GmbH
A' Design Award 银奖 Winner in 包装 Category
Verified Award Winner
Verify Award Status for #140491The Design
About Koch's Meerrettich 品牌重塑
回归根源的座右铭目前正在征服食品行业。包括辣根在内的古老根类蔬菜目前非常受欢迎。为了重振该品牌的货架，Wolkendieb 重新推出了 Kochs 品牌标识和包装组合。该标志经过现代化改造，变得更加大胆、更加醒目。新设计侧重于描绘未加工的天然成分和不含添加剂或保守剂的清洁配方。新鲜从田间直接送到消费者手中：直接、简单且精心准备！
The Recognition
About the A' Design Award 银奖
Koch's Meerrettich 品牌重塑是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Koch's Meerrettich 品牌重塑将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Koch's Meerrettich 品牌重塑是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。
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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