Clear and contemporary
The Kühne enterprise has been in existence almost 300 years with the company’s gherkins a permanent fixture of German households since 1903. The family-run business commissioned Hamburg agency HAJOK Design with the brief to bestow its packaging design with more clarity and modernity. The new look with its reduced, uniform and significantly younger design is the impressive result of these endeavours.
Strong design
HAJOK created convincing, fresh ideas for the new design concept which were successfully tested with market research. The aim of the relaunch was to attract more attention on-shelf while ensuring brand recognition. The design had to be modern yet natural in order to win over younger buyers to the quality of the pickled gherkins.
CRYSTAL CLEAR
The on-jar information hierarchy has been restructured for more compelling visual guidance – a crucial factor in making purchase decisions. The product name is now centre-stage, featuring a striking font, below which the product variants are clearly displayed with colour coding. 31 different products have been given an unmistakable packaging design which is both very clear and approachable on-shelf.
Kühne
Founded in 1722, Carl Kühne KG is a family-run, Hamburg-based company well-known in Germany and beyond for high quality, innovative recipes and the unmistakably fine, spicy taste of its products. In 1903, Kühne launched the first pickled gherkins onto the market. The portfolio has since grown to include 31 different product variants, made with freshly pickled, handpicked gherkins from contracted growers.
For more information, please visit https://www.kuehne.de.
Download press release
More articles
Award Winning Design
HAJOK Design wins a Red Dot award for the design of Melitta® Manufaktur coffee.
Emotional Branding
How good branding creates connections and makes brands approachable for consumers.
German Brand Award for Appel
HAJOK is honoured with the international award for brand strategy for the Appel brand relaunch.
Strengthening the Creative Team
Senior Designer Clara Schöbel and Design Director Serge Pierre-Kaiser join the creative team.