Koch's Meerrettich Rebranding by Wolkendieb Design Agency

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DESIGN DETAILS
DESIGN NAME:
Koch's Meerrettich

PRIMARY FUNCTION:
Rebranding

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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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!

OPERATION / FLOW / INTERACTION:
To match the brand relaunch even more, the recipes were reworked to become even cleaner, without any additives or conservatives.

PROJECT DURATION AND LOCATION:
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".

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION 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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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

RESEARCH ABSTRACT:
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.

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"

ADDED DATE:
2022-03-30 14:04:22

TEAM MEMBERS (4) :
Creative Director: Annika Reuber, Art Director: Daskia Frohn, Art Director: Chloe Krey and Technical Artworker: Margit Jansen

IMAGE CREDITS:
Wolkendieb Design Agency, 2021.

Visit the following page to learn more: http://www.wolkendieb.com
CLIENT/STUDIO/BRAND DETAILS
NAME:
KOCHS Meerrettich & Feinkost GmbH

PROFILE:
KOCH’s is a subsidiary brand of the Develey-Group, one of the strongest international companies for mustards, sauces and dressings. Regional attachments, 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. It takes the treasures of the past into the present times, to bring the new generation the unconventional taste of the horseradish, in a new way of seasoning.

NOMINATION DETAILS

Koch's Meerrettich Rebranding by Wolkendieb Design Agency is a Nominee in Packaging Design Category.

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AWARD DETAILS

Koch's Meerrettich Rebranding by Wolkendieb Design Agency is Winner in Packaging Design Category, 2021 - 2022.



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