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Our Blog
We write about our analyses, findings and experiences regarding branding, brand strategy and brand re-design in the FMCG sector.
Packaging design as a growth lever
VPackaging design is being reevaluated by many brands—and is shifting from a marginal issue to a strategic growth lever. At the point of sale, it is often not the recipe but the packaging that determines whether a product is noticed at all. This article shows why packaging has a significant influence on purchasing decisions today, what consumers expect, and why more and more food and beverage brands are investing specifically in their packaging design.
Katja Wagner
Dec 18, 20252 min read
Modernization of a traditional brand
Modernization of a traditional brand: JACOBS Krönung without "Verwöhnaroma"
Katja Wagner
Feb 6, 20251 min read
The psychology of packaging design
The psychology of packaging design: The Power of Three
Katja Wagner
Feb 6, 20252 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
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 30, 20242 min read
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