CREATIVE MINDS

Our team is made up of 40 competent, enthusiastic and inspiring employees from a total of eight different countries. The international nature of our company is reflected in our innovative designs and our approach to complex project requirements. Our team from the fields of design, consultancy and strategic marketing combines the ideal expertise needed to bring projects to a successful, target-oriented conclusion.

 

The management team at SOLUTIONS:

Management

Peter Cochrane, Managing Director

Head of consulting

Oliver Rohden, Managing Director
Degree in business administration
More than 20 years of experience in brand equity building and brand development for national and international brands

Head of Design

Jannika Plaas, Creative Director

Degree in design
Over twelve years of experience in branding and design for various brands in the food, beverage, cosmetics and non-food industries

Annika Möller, Creative Director
Degree in design
Over twelve years of experience in branding and design for various brands in the food, beverage, cosmetics and non-food industries



Rotkäppchen

Relaunch of a market leader – the traditional red cap on the sparkling wine bottle still remains.

Our task:

To update and accentuate a well-established brand logo that has remained unchanged for decades.

Our approach:
In the course of the project, italicized letters were straightened, the line width was increased and a newly designed crest was embossed on the label. Apart from visually reinforcing its market leadership, the result of our work directly improved the logo’s visibility on the shelf as well as in other areas of use.

The bottle label’s individual design features were revised in detail. This included using simpler, more unobtrusive lines for example, and choosing to upgrade the typography without, however, jeopardising the brand recognition of Rotkäppchen. What proved to be a helpful mainstay was preserving the well-known, eponymous red cap. Then again, substantial changes were made to the design of the various sparkling wines in the company’s assortment. The extensive use of colour avoids the likelihood of mix-ups, yet retains the elegance of the label.

The “Rotkäppchen alcohol free” variety of sparkling wine received a new basic design, whereas more distinct modifications were made to the “Rotkäppchen quality wine”. These design elements were also adapted for the existing multi-packs. Greater artistic licence was granted in restyling the shipping cartons.

The result:
The carton’s new, considerably more prominent design elements mirror the brand’s essential trademarks, like the colour red and the red dress that appears in the company’s television advertisements. The cartons are more conspicuous on retail shelves or when displayed on pallets. The redesign has lent a higher quality to the brand’s overall appearance, creating an extremely good balance between continuity and tradition on the one hand and modernity on the other.

 

 

Insight | the example Rotkäppchen