The role of packaging design today
Co-creation publication from a research and design agency perspective Pack DESIGN THINKING: the role of packaging, re-design,...
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Christina Rüter
- Apr 4
- 2 min
Premium Bakery Brand with Lifestyle
Storytelling of slow snails and bread dough How do you create a premium movement in a traditional market? ZEIT FÜR BROT as a driver....
Christina Rüter
- Mar 22
- 2 min
How strict or flexible should a branding system be today?
Oatly plays with its brand elements and rules without breaking them. What is needed today: a strict flexible Branding System? 👉 Oatly's...
Christina Rüter
- Mar 14
- 2 min
The new Design of Radeberger Pilsener
The successful modernisation of a traditional brand Here's to a REDESIGN-DES BIER with Radeberger Pilsner: the modernisation of a...
Christina Rüter
- Mar 12
- 2 min
Behind every successful brand is - at least - one clever mind
The fit of brand and people for brand success PEOPLE make - successful - BRANDS and should fit together well. BEST FIT: Gustavo Gusto and...
Christina Rüter
- Mar 7
- 2 min
LADDERING towards the WHY of a brand
The search for the underlying buying motives of consumers and the brand purpose. WHY and HOW a brand becomes emotionally relevant: The...
Christina Rüter
- Feb 29
- 2 min
A mineral water dares to venture into cola territory
How far is it sensible and credible to extend a brand? "Discover our dark side": Gerolsteiner Brunnen expands its brand into the cola...
Christina Rüter
- Feb 27
- 2 min
Facelift for Brand Rebel fritz-kola
A new Brand Signet with more hair and humanity The Kola rebel " chills out" and becomes more accessible: FACELIFT & HAIR-EXTENSION for...
Christina Rüter
- Feb 16
- 2 min
Co-Branding for new brand targets
A shampoo and a beer empower each other Co-branding: How brands realise image and visibility effects through cooperation. The hair care...
Christina Rüter
- Feb 13
- 1 min
Quo vadis Fruchtkaramellen
A design icon and a german "Faschings" Love-Piece What's that for you: RETRO ICON, MUSEUM PIECE, CARNIVAL BUNNY or PLUMBEN PULLER? We all...
Christina Rüter
- Feb 9
- 1 min
Tony's Chocolonely: Design Edition
David against Goliath? Tony's Chocolonely Provocation "Hey Mondelez, Ferrero, Nestle, Mars, imagine if your chocolate was FAIR?" The...
Christina Rüter
- Feb 6
- 2 min
JOKOLADE Re-Design
The emotionalization and empowerment of an influencer brand. The Re-design of JOKOLADE empowers and emotionalises the brand perception....
Christina Rüter
- Jan 30
- 2 min
Price changes in times of inflation
2 brands show how it can or cannot be done. PRICE REDUCTION and SUSTAINABILITY OPTIMIZATION versus SHRINKFLATION: 2 brands show how it...
Christina Rüter
- Jan 23
- 2 min
Political brand attitudes in today's Zeitgeist.
Pros and Cons for political engagement of brands. Times are polarising, right-wing movements are influencing our world. In Germany, we...
Christina Rüter
- Jan 16
- 2 min
"Milk" brands and its target groups
The development of conventional cow's milk and milk substitute drinks in Germany How many cartons of milk do you have in your fridge? Do...
Christina Rüter
- Jan 3
- 2 min
Plastic or Paper Packaging?
Real versus perceived sustainability in packaging design. Most consumers make SIMPLE assumptions*: Often, the sustainability assessment...
Christina Rüter
- Dec 19, 2023
- 2 min
Second-Hand: Mouldy, discarded, unattractive. Pre-loved: loved, desirable, valuable.
One idea - two emotional worlds. What could be more sustainable than repairing, refurbishing and reselling things? Pre-loved,...
Christina Rüter
- Dec 19, 2023
- 2 min
The art of finding, living and communicating a differentiating and relevant brand USP.
Do you know the impressive story of the German Food Brand FROSTA? Over 20 years ago, FROSTA CEO Felix Ahlers asked himself why his...
Christina Rüter
- Nov 28, 2023
- 2 min
How to create emotional brand design that speaks to our hearts?
Let's look at the success factors leading to a strong emotional brand. Many marketing heads are watching - somewhat enviously - Oatly and...
Christina Rüter
- Nov 17, 2023
- 3 min
Meat alternative products: Still a niche or already a competitive market?
Surprising insights and brand conclusions for the German market. The rise of meat alternatives: A look at the change in our food industry...
Our Blog
We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
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