Timeless but trend-oriented, strategic as well as creative, analog and digital: echd is an independent design agency, based in Offenbach, Germany. We support brands holistically, lead the way with innovative ideas, thereby setting strong impulses and benchmarks at the POS. From brand development for a new start-up, to a packaging relaunch for a large existing product range - for over 40 years we have been developing authentic brand communication and exceptional design concepts that hit your target group right in the heart.
"There is no comparable forum for leading creatives in the packaging design industry to meet, exchange valuable insights and ideas, gather inspiration, and elevate their agencies to the next level."
Zero Waste. Full Taste.
Knärzje brews the first ecologically certified zero-waste beer from discarded bread, available throughout Germany. The packaging design relaunch went hand in hand with the challenge of creating a presence that could compete with the larger, far cheaper beer brands at the POS. Knärzje is super delicious, but it is much more than that, as the themes sustainability, climate neutrality and zero waste are strongly anchored into the brand. The redesign grabs the young buyers’ attention with a reduced look that conveys strong ethical values directly at the shelf. In order to emphasize the uniqueness of Knärzje in design and communication, we aimed to make the brand tangible through good storytelling and at the same time point out the advantages in terms of sustainability. Today's consumers not only buy what they like, but also what meets their ethical requirements. So we were faced with the challenge of fitting all the information into the space we had been given without having to forgo the reduced design that is typical of Knärzje.
Eye-catching, modern cosmetics.
Müller's own brand CV (Cadea Vera) offers highly effective facial care for all needs. The former design of its 120 articles no longer corresponded to current market conditions. A very large brand logo, poorly legible fonts and dominant background images distracted from the products' claims. The challenge for us was to create a new, coherent design concept that could be applied to all products, to optimize their segmentation and at the same time increase the brand's attention at the POS. We developed a new, bolder brand and packaging design for CV that is eye-catching on the shelf and appeals ideally to the different target groups. We implemented a coherent brand bracket that provides cohesion within the range, with an easy-to-understand color guidance system and a uniform information architecture. The optimized brand logo as well as the use of new fonts and a characteristic imagery also contribute to a higher-quality brand presence.
Rise of the private labels
Supermarkets continue to assert their dominance in the retail landscape by replacing established brands with their own „store brands“. As major brands vanish from shelves, the significance of private brands is consequently on the rise. In 2023, German department store Müller launched its new technology brand featuring LEDs and batteries and took a bold step by giving it the attention it deserves. In this endeavor, we were entrusted with the task of developing a technically proficient brand that stands independently and confidently, setting itself apart from the conventional private label aesthetic while competing with established brands. We created a short name that is easy to remember and playfully alludes to the products’ energy levels, effortlessly spanning various product categories and a diverse range of packaging formats. Furthermore, we developed a design concept that effectively communicates technical quality in a concise manner. By establishing a clear information hierarchy and prominently showcasing product highlights, we ensured that customers can seamlessly navigate both the shelf display and packaging details. Moreover, the vibrant brand framework distinctively sets Müller's own-brand apart from its competitors.