Weber Harbeke Partners: "Schnägg" gets rolling
Since August 23, fresh salads, soups, and sandwiches have been sold for five francs at mobile food stands in Zurich under the name «Schnägg.» The name, brand identity, packaging, and marketing were created by Weber Harbeke Partners.
Behind "Schnägg" are the companies Blattwerk Convenience Food and Kellermann.ch, one of the largest salad and vegetable producers in Switzerland, according to a statement. The third-generation family business produces the "Schnägg" products fresh every morning. From Ellikon an der Thur, the items are then transported in the company's own refrigerated sales truck to two locations in Zurich so far. According to the press release, this is the guarantee for freshness, which is emphasized in the claim "iss frisch".
Besides freshness, sustainability is the second big theme of "Schnägg": no meat is used in any of the products, most of the packaging is made of cardboard and the vehicles are powered and cooled by Kompogas.
The brand identity, from the name to the design and packaging, was created by Weber Harbeke Partners. Creative Director Thomas Harbeke justifies the name Schnägg with the fact that snails are also great salad experts and the word - like the whole concept - is cheeky and uncomplicated. The dialect expression is also intended to emphasize the Swiss origin of the brand and to point out that, apart from the drinks, everything costs only "en Schnägg".
In addition to the brand identity and the packaging, the order also includes posters, eBoards as well as the Facebook presence and the Schnägg.ch website, both of which were created in collaboration with the Feinheit agency.
Responsible at Kellermann.ch: Martin Kellermann (CEO). Responsible at Blattwerk Convenience Food: Erich Hofmann (COO). Responsible at Weber Harbeke Partners: Thomas Harbeke, Max Weber (CD); Christian Sidow (text); Dieter Kubli (AD); Tobi Harbeke (graphics); Giovanni Pucci, Diana Portmann (consulting). Responsible for fineness: Katharina Hemmer (project management); Cornelia Vecellio (design); Fabian Germann (programming). Photos: Jonas Kuhn (Products); Geri Krischker (PR/Reportage). PR: Tinger; Inge Steiger Butz.
