Bahlsen's New Packaging Is Fit For An Iconic Brand

by Chloe Gordon on 09/02/2021 | 2 Minute Read

Bahlsen is known for its sweet biscuits and has been around for decades, 1889, to be specific. Because the brand has such a longstanding legacy, it was important that a branding refresh could be modern while still reflecting the significance and history. Auge Design created an entire identity range that spans over 80 products and four different ranges. While the packaging is unique to the products through a multicolor background system, they're all cohesive and work flawlessly together. The blue signature is immediately recognizable and creates an iconic visual, and for a brand whose goal is to become an icon, this is the perfect solution.


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Bahlsen asked us for a revolution, a vision of the brand ten years on and, most of all, to help them become an icon through the restyling of the whole product portfolio.

CLIENT

The German family enterprise Bahlsen is an international sweet biscuit manufacturer. In Germany Bahlsen is the most successful manufacturer in this market and with the brands BAHLSEN and LEIBNIZ market leader. Also throughout Europe, Bahlsen is one of the most successful sweet biscuit companies since 1889.

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ASSIGNMENT

With a bold and innovative legacy from the past, the Brand realized that the current identity and packaging didn’t move with the time anymore having lost a defined personality. They asked us for a revolution, a vision of the Brand 10 years forward but, most of all, they wanted to become an icon.

SOLUTION

To be an Icon means to become immediately recognizable, strong and distinctive, something not possible to copy, instead an example of boldness. We decided to emphasized the most crucial element, the blue signature, exploding it on the packaging and to combine it with a multicolor background system that changes with the flavors. Besides the photography of the products had to be iconic as much as the signature, the Bahlsen biscuits are like pieces of Art, the result of a detailed work of craftsmanship.

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PROCESS

We had to build a complex architecture made of more than 80 products divided in 4 different ranges by keeping coherency regarding the usage of the signature and the Photography but at the same time conferring to each range a specific style and personality.

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