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More sustainability thanks to hybrid ‘meat’?
More sustainability thanks to hybrid meat? Why Albert Heijn's latest market launch is so promising
Katja Wagner
Jul 221 min read
Packaging design with less indulgence but more honesty?
The current redesign of the Volvic Juicy range is a good example of the balancing act between the promise of enjoyment and transparency.
Katja Wagner
Jul 131 min read
Packaging design with transparent shrinkflation communication
Courage or deception? Shrinkflation with a difference: Dr. Oetker transparently communicates the reduced content on the packaging design.
Katja Wagner
May 271 min read
The psychology of packaging design
The psychology of packaging design: packaging shape, images, and text influence brand perception
Katja Wagner
May 181 min read
The psychology of packaging design
Die Farbpsychologie ist ein wichtiges Werkzeug im Verpackungsdesign. Farben beeinflussen Emotionen und steuern Entscheidungen. Konkrete Learnings für das Food-Packaging.
Katja Wagner
Apr 272 min read
Back from the future? When the old packaging design is too modern.
Bahlsen's new design shows that packaging design must appeal to the target group, not the designers
Katja Wagner
Apr 62 min read
From D2C to the POS: Optimizing the packaging design
A packaging design that is convincing online has to face completely new challenges at the PoS.
Katja Wagner
Mar 81 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 29, 20242 min read
Customer Centric Design – what is that?
Customer Centric Design describes the lean, agile organizational model of Integrity Design
Katja Wagner
Oct 9, 20241 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?
Katja Wagner
Aug 30, 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 25, 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 22, 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 14, 20242 min read
"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 16, 20242 min read
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, 20232 min read
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
Dec 19, 20232 min read
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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