For over 80 years, the LAUFWUNDER brand has stood for high-quality foot care products from Lütticke, the innovative specialist partner of the foot care industry. It is available in Europe with more than 50 products in several country-specific versions. To our great pleasure, we were allowed to give LAUFWUNDER a new, contemporary look.
Our task was to bring the long-established, traditional design into the here and now. The new packaging design was supposed to be expressive and professional, so that the brand could still easily compete in the B2B segment of the foot care industry. The project kicked off with the creation of a visual coding to structure the product groups. The new color concept and the performance-oriented design of the 14 different icons help both the chiropodist and the sales department to keep track of and explain the large product range.
Of course, we had to clearly code the brand as a foot care brand. Therefore, we decided to show a graphic illustration of a footprint. The main aim was to generate a positive and elegant visual that would appeal to the consumer as a foot is often perceived as a repulsive object. The rasterization of the footprint into dots was created by stylizing the 5 toe prints which symbolize the diversity of foot problems and their curative care solutions by LAUFWUNDER.
To keep the connection to the old brand design, we integrated a yellow foot icon into the LAUFWUNDER logo to create a word picture mark. The name itself we changed to uppercase. The sleek and sporty sans-serif font helps to convey activity for these high-performing products.
In 2021 Metro launched its first veggie products – a new range offering meat alternatives such as plant-based beef, gyros or shoarma strips.
The growing trend of substituting meat is an important part of today’s eco-conscious society and we’re happy to join forces with Metro to promote more sustainable food consumption.
Our task was to develop the packaging design for the new plant-based food range „Veggie“ – a product line intended to meet the growing appetite for plant-based foods whilst speaking to convenience shoppers in terms of design. Because Metro is a wholesaler, it’s of particular importance to direct the design towards chefs rather than the end consumer. Additionally, the design had to be integrated into and beyond the existing corporate identity of the umbrella brand ‘Chef’.
Despite the growing trend of plant-based foods, many people still doubt whether the products will taste as good as their meat-based counterparts. Therefore, it was key to not only communicate the eco-friendliness of the products but also an appealing taste.
Nowadays icons are crucial for consumer education and make it much easier to understand actual properties of the product. In addition to the three pictograms on the bottom of the label, we included a more prominent disruptive element in the top left to highlight the plant-based quality. The animal from which the non-veggie food would have been derived is placed within the „meat-free“ icon showing the plant that is substituting its meat. This not only is a simple way of communicating the product clearly but also catches the consumer’s attention.
In summer 2021 the indie product brand Hatice Schmidt Labs expands its portfolio with two new products:
a highlighter and a bronzer, available in 4 (highlighter) or 5 (bronzer) different shades.
Just like Hatice Schmidt and her make-up brand, the packaging should represent high quality sophistication and a touch of urban coolness.
The boxes themselves are pure and simple. They come in white for the highlighter and in black for the bronzer to underline the luxurious character of the products.
To break with the clean simplicity, the embossed black/white logo is used as the only central design element. It represents the modern and edgy twist – the philosophy behind all Hatice Schmidt products.
The Spanish family-owned brand ‘Aceites Arreaza’ was founded by the Arreaza family in 2021. Our creative designer Juan – whose roots are in Spain – maintains a personal connection to the family and introduced us to this special olive oil brand. Not only because of this, it’s been important to us to create an outstanding logo and label design but also because the olive oil is of superior quality and its limited production is very precious: the extra virgin olive oil of the type ‘Cornicabra’ is obtained from organic olives that are more than 1,200 years old and are thus called ‘Millenarios’. The olives are harvested in the Almazara Baños de Fuensanta in Bolaños de Calatraba (Ciudad Real) using the traditional ‘Vareo’ method which puts high emphasis on great care to not damage the olive tree.
The challenge was to combine the history of century-old olive trees, craftmanship and care with a modern and premium design language.
As a family-owned business the logo should have a personal character and bring across the care and passion the family puts into to their sourcing and production of this premium olive oil. Therefore, we’ve decided to design a symbol based on the letter A – the first letter of the family and brand name – which transforms into an oil drop. Moreover the design of this symbol follows a very minimal approach communicating a modern & premium brand identity.
Speaking of premium: except the golden logo, the entire label is designed non-chromatically. The subtle tree illustrations in the background represent the century-old olive trees, while the charismatic sans serifed typography used for the family name under the signet embraces the combination of old and new.
Due to the brand’s great success the family strives to create different varieties of their own olive groves, such as Picual and Alberquina, all of which are organically grown. We wish the family great success and can’t wait for the design of yet another special delicatessen!
As every year, we are sending our Christmas and New Year’s greetings in a creative format: a conceptual champagne packaging design that symbolically reflects the past year 2021 as well as the expectations for the coming year 2022. In this second pandemic year, our baries champagne packaging design combines the monotony of the last stretch and the anticipation of the coming year.
We are rounding off the year with a combination of shape, color and material to create a unique composition.
This year our packaging is set in a scene of different objects that we paradoxically have become both fond and tired of in the home office setting and is monochromatically immersed in the Pantone Color of the year 2022 ‚Very Peri‘ which fittingly underlines the zeitgeist.
Just as the colour reflects times of change, the premium silver packaging contrasts the monochrome everyday objects in above packaging scene. The cut-outs in the packaging provide a hopeful perspective after a period of monotony.
Although we will carry on with the home office in 2022, we hope for a future full of contrasts, transformation as well as digital and aesthetic futurism.