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Katja Wagner
6 days ago1 min read
Modernization of a traditional brand
Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"


Katja Wagner
Feb 62 min read
The psychology of packaging design
The psychology of packaging design: The Power of Three


Katja Wagner
Oct 29, 20242 min read
The psychology of packaging design
Verpackungsdesign ist weit mehr als nur Ästhetik – es ist eng mit Psychologie, Emotionen und der Funktionsweise unseres Gehirns verbunden.


Katja Wagner
Oct 8, 20241 min read
Customer Centric Design – what is that?
Customer Centric Design describes the lean, agile organizational model of Integrity Design


Katja Wagner
Aug 29, 20242 min read
The No. 1 chocolate brand is now also “testing” paper packaging
Milka is testing paper packaging for a limited period. How can sustainable packaging be a success?


Christina Rüter
Jun 24, 20242 min read
Oatly's redesign
How far can a brand go? When relaunching, there is always discussion about how much the brand should, must and may be changed. A field of...


Christina Rüter
Jun 10, 20242 min read
The new Eco-Score on Pack
Help or confusion for the consumer? The new ECO-Score + the NUTRI-Score: ambiguous dilemma or useful transparency? Valora Group is now...


Christina Rüter
Jun 5, 20242 min read
Revival of a traditional brand
Golden Toasts modernises its brand identity and communication ‘Na na na na na na na - Golden Toast tastes good for everyone’ 🎶 The No. 1...


Christina Rüter
May 30, 20242 min read
Modernisation by Ratsherrn
Which brand codes characterise the Ratsherrn identity? Ratsherrn modernisation - at any price? The new #Brand identity of Ratsherrn...


Christina Rüter
May 21, 20242 min read
Pleasure, focus and uniqueness
How alpro strengthens its brand Iconic zoom on flavour as a brand win! 3 convincing aspects behind this Alpro redesign: 👉 (Visual)...


Christina Rüter
May 6, 20242 min read
Re-design to strengthen or weaken brands
When brands start a revolution in design Brand poker game: all or nothing? Clever and successful brand development is difficult and...


Christina Rüter
May 2, 20242 min read
Sustainable systems
Sustainable brands, indulgence and spaces Sustainable BEER DELIGHT in Darwin: two CIRCULAR systems with the first German zero-waste beer...


Christina Rüter
Apr 30, 20242 min read
Team - & Creative - Building
How the Marshmallow Challenge works and inspires What does the Marshmallow Challenge actually do? A team-building game that promotes...


Christina Rüter
Apr 24, 20242 min read
OATLY's success brand strategy
The power of a clear brand core with consequent branding The OATLY case: how sustainable brand strength is developed from a clear core...


Christina Rüter
Apr 18, 20242 min read
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,...


Christina Rüter
Apr 3, 20242 min read
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, 20242 min read
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, 20242 min read
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, 20242 min read
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, 20242 min read
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...
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We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
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