Auge Design Sinks Its Teeth Into Leibniz-Keks' Rich Legacy For Brand Refresh
by Rudy Sanchez on 09/08/2022 | 3 Minute Read
German food manufacturer Balshen started offering its Leibniz-Kek biscuits in 1891. Leibniz-Kek, named after German philosopher and mathematician Gottfried Wilhelm Leibniz, is known for its signature 52 teeth along the edge of the cookie.
Leibniz-Kek recently enlisted the services of Dieline Studio of the Year-winner Auge Design to refresh the iconic cookie line to create a new visual language that connected with young families while reminding consumers of the legacy and warmth of the biscuit brand.
Auge's redesign uses the Leibniz-Kek biscuits' 52 teeth as an inspirational bed, and the biscuits' rounded edges and swollen dough get incorporated into the logo and bespoke typeface, Butterkeks Display. Enlarged photography of the biscuits dominates the new packaging as well.
The familiar yellow was only slightly tweaked by Auge, keeping the new look tied to the brand's heritage. In line with keeping the biscuit the star, there are a few other brand elements on the packaging design, save for the logo and flavor set in the new typeface. The new packaging also gets made using kraft paper as part of the brand's natural connection. Additionally, the branding features a soft, organic color palette that's inviting and soothing.
For the animal crackers, called Leibniz Zoo, the team at Auge created a new illustration system that is fun, cute, and has serious kid appeal. Animals like tigers, pandas, orangutans, bees, fish, and birds are included, and elements such as flowers, fences, and honeycombs complete the new illustration system. These illustrations also get combined with cracker photography on the Leibniz Zoo bags.
Leibniz-Kek's refresh has strong ties to the snack's over 130-year legacy through longtime elements such as the color yellow, and they dipped into the biscuit's rich heritage for inspiration. Auge used the unique features of the biscuit itself, designed originally by founder Hermann Balshen in 1891, throughout the redesign, including the new logo and typeface. In keeping with the idea of making the biscuit the star, macro photography stars on the new kraft paper packaging.
Overall, the result modernizes the brand and appeals to consumers with memories of munching on the tooth-rimmed biscuits while making a great first impression on the younger ones.
Images courtesy of Auge Design.