Keim Identity combines Swissness with sustainability for Mammut
Keim Identity has developed a new vision for Mammut in terms of materials, design language, and visual design for packaging. Based on a new overall concept, all of Mammut’s packaging has been converted to brown cardboard.
The packaging is to convey the Swissness of the brand through printed white areas with red brand elements. In this way, the core value of the brand was combined with a commitment to sustainability. The recommendation for the vision for the materialization with brown cardboard and white originated at Keim Identity on the basis of an environment analysis at the POS, which showed that this color combination has the potential to become a unique selling point.
In the revision of the packaging, the focus was on new physical forms on the one hand. Wherever possible, Keim Identity developed packaging that eliminated the need for plastic parts and, in most cases, even adhesives through a sophisticated folding technique. The result was not only sustainable solutions, but also physical forms that optimally embed the products and stand out from conventional packaging. On the one hand, the packaging enables a good product experience and, on the other, provides space for the central product information. Keim Identity specialized in adhesive-free packaging more than ten years ago and developed its own folding techniques and closures without the use of auxiliary materials. Keim Identity has already implemented these techniques for several outdoor brands and other products.
50 different packages developed
Together with Mammut's production specialists and product managers, as well as its marketing department, Keim Identity developed around 50 different packages and a universally applicable hangtag. Mammut has transferred the concept to other applications. In the meantime, the packaging is in use in Mammut stores and at many retailers, creating a new, strong and unmistakable overall impression at the POS.
Keim Identity also picked up on the material combination in the design of the unpackaging experience for online shipping and in stationery. Business cards and greeting cards are also made of brown cardboard. Here, the color combination of brown and white is brought to bear by a key visual.
Responsible at Mammut: Verena Lambrecht (Head of Communication Design), Jörg Richter (Print & Packaging Manager). Vresponsible at Keim Identity: Matthias Keim (Creative Director), Christine Keim (Brand Strategy), Benjamin Stetter (Senior Design).
