Erdmannpeisker responsible for redesign of all Dr. Oetker packaging
Dr. Oetker's new packaging design aims to appeal to a younger target audience with pastel colors and modern imagery, while also conveying the company's long tradition as a core value.
In a pitch, the traditional brand Dr. Oetker was looking for approaches for an authentic rejuvenation of the brand. Erdmannpeisker was able to convince those responsible that this could only be implemented holistically across all media and channels. As packaging is by far the strongest communication channel in the FMCG segment, a complete redesign was needed here too - a major and incisive step in packaging design.
Together with the company, it was decided to implement a new packaging design in parallel with the communication. The focus was on the traditional Dr. Oetker brand with its requirements for quality, safety and the future. Today, this traditional brand is constantly confronted with new megatrends that are geared towards a young target group. The classic packaging design for FMCG is being shaken up by trends such as the DIY look, lettering & illustrations, modern retro, but also clean design, geometric looks and the clear colors that are being used again.
The logo and the brand ribbon were untouchable design elements. During development, it quickly became clear that the small-scale and in some cases deliberately busy DIY look that is currently used in countless packs should not be pursued, as this does not fit in with the traditional brand. In consultation with the customer, a simple, clear look was developed that focuses fully on the product and makes people want to eat. In this respect, the images were given a central role, deliberately playing with small imperfections so as not to appear sterile. Another central element was the concise handwritten typography, which is used as the voice of Dr. Oetker in all communication. The third important design element is the delicate pastel shades, which are subtly coordinated with the products and form a color harmony together with the typography. Color blocking was deliberately avoided, as the logo, competence band and layout clearly tie the various products together and a color block would have made the individual products appear stereotypical and far less appealing.
The entire product range will be available in retail from this fall.
Responsible at Dr. Oetker: Pascal Remmert (Managing Director Switzerland), Helen Yildirim, Patrizia Mauro, Joëlle Zaugg (Product Manager Cake/Dessert), Sarah Siegrist (Digital Media Manager). Responsible for Erdmannpeisker: Gabriel Peisker (CD), Sybille Erdmann, Rainer Neusius (consulting), Christina Weisser (AD), Felix Reidenbach (packaging). Photography: Stefan Thurmann (Food), Volker Hobl (Foodstyling).
