top of page
Our Blog
We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
A relaunch with more enjoyment - even without a viewing window
The new foodloose nut bar redesign is a strong example of how thoughtful packaging design can enhance on-shelf navigation. A clearer focus on the flavor name, an appetizing product image instead of a window, stronger USPs, and more emotional appeal create a modern, engaging look. A successful relaunch — and a compelling case of strategic packaging design grounded in shopper psychology.
Katja Wagner
Nov 241 min read
When a redesign looks right...
The new Iglo redesign delivers a modern packaging design with clear benefits – but loses some of the emotion and uniqueness that once set it apart.
Katja Wagner
Sep 181 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
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 24, 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
Jun 5, 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 30, 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 21, 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 6, 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
May 2, 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 30, 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 24, 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 18, 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
JOKOLADE Re-Design
The emotionalization and empowerment of an influencer brand. The Re-design of JOKOLADE empowers and emotionalises the brand perception....
Christina Rüter
Feb 6, 20242 min read
bottom of page