WIN Creating Images
Crazy about the Future, Obsessed with Design.
Since 1997, WIN Creating Images has been firmly established in the marketplace as a packaging specialist.. Today, it is the largest owner-managed trend and packaging design agency in the DACH region. Alongside its two co-owners, Cate Wind and Luc Bütz, over 100 packaging enthusiasts work seamlessly together in the areas of design, strategy, trend and photography to create brands that customers can be proud of. At five locations in Germany (Berlin, Cologne, Aachen), U.S.A. (New York) and Switzerland (Zug), trend researchers, forward-thinkers and creatives put their heads together every day to give customers exactly what they need: packaging that people want to buy.
WIN’s customers include Lindt & Sprüngli, Teekanne, dm-drogerie markt, Rewe Group, Emmi AG, Migros, Warsteiner, Kellogg’s, Brandt, Berentzen, Cosnova, Dermaceutical, Develey, Krüger Group, Rivella, Allos, Pernod Ricard, Globus, Merz Consumer Care, Zooplus, Katlenburger, Columbus Drinks, Bimmerle, Vranken-Pommery, Nordbrand Nordhausen and Rotkäppchen-Mumm.
|Address:||Franzstr. 2, 52064 Aachen, Germany|
|Phone:||+49 241 929 1234 5|
Lindt & Sprüngli
Sweet Talking to Millennials
Design, Strategy, Trends, Images
After many years of collaborating with Lindt & Sprüngli, we were posed the following question in 2012: How do we attract a younger, lifestyle-oriented target group to a more traditional brand? This was the beginning of a very special win for us.
We had to come up with an innovative product concept that would appeal to new customers in a fully saturated market – while preserving the tradition and quality of the overall Lindt brand without weakening their other sub-brands. In order to turn the target group of 15 to 30 year olds – millennials – into Lindt buyers, we first had to ask the right questions: What do they want from a brand? What shapes their lifestyle? A brand workshop, in which the target group and international competition were analyzed, provided the first answers. Since millennials don’t just follow trends, but set them, intensive trend scouting was central to the brand development and design. In order to meet young people where they are, a sub-brand with a completely new concept was needed: so Lindt HELLO was born. The sub-brand has an independent look and feel that breaks all the usual Lindt design codes – and thus scores particularly well with millennials. Through the radically different naming and design concept, Lindt succeeded in positioning itself far away from their original brand identity. Even today, more than ten years after its launch, Lindt HELLO appeals to new customers without losing existing ones. Because millennials have completely different taste, we delivered new, exciting flavors at the same time – and even debuted the Lindt HELLO Vegan line in 2020. To stay relevant, brands have to appeal to the lifestyle of their target group – and sustainability is playing an increasingly important role for millennials.
The sub-brand breaks with all classic design codes, which often focus on quality and tradition, and replaces them with fun and lightness. Lindt HELLO was able to establish itself as a lifestyle brand that stands out from other Lindt brands and competitors with its confident name, fancy typography, bright colors, and innovative flavors. A brand with visual directness that speaks to the daily lives of millennials.
Bistronomie Numéro 04
Bring Your Favorite Restaurant Home
What happened when a young restaurateur from Belgium permanently closed his beloved restaurant? He gave his customers a homemade vinaigrette to take home, so the spirit of his creative cuisine could live on.
When Yannick Franken asked us to create a design for his vinaigrette, it was obvious to everyone that this was more than just packaging for a dressing. Because when the Belgian restaurateur cooks, there’s always one secret ingredient: a lot of heart. He wanted to make it possible for the lovers of his restaurant No.04 by Yannick to take the special atmosphere into their own homes. His eye for detail and rustic, homemade feeling were important details that had to be present on the bottle through the design. Both our design and the name “L’Atélier du Chef” reflect the detail-oriented nature of Yannick Franken and his vinaigrette. In the future, this will be available for purchase in select stores, allowing the chef to move from gastro to retail.
The way the chef prepares food and our design have one thing in common: attention to detail. Hand-drawn illustrations symbolizing important influences in his life give the bottle a very personal touch. Because you eat with your eyes first.
A Cult Drink for Gen Z
Design, Strategy, Trend
How do you jump on the rapper-endorsed iced tea hype train? We helped M-Budget, the new sub-brand of leading Swiss supermarket Migros, do just that – no rapper required!
M-Budget had already achieved its cult status when we received this request from leading Swiss supermarket Migros: Design us an iced tea that can compete with the trendy drinks that rappers are endorsing. The big difference: to turn TASTEA into a lifestyle item, Migros relied on its own M-Budget community instead of riding the fame of others. Supported by our Strategy and Trend teams, we developed two different design routes, both with two flavors, which were then taken to social media to be voted on. Fans could vote for their favorite design on Instagram and TikTok. Involving M-Budget followers not only created hype around TASTEA – it also made our design work participatory and transparent in a whole new way.
The design had to meet the tastes of Gen Z as much as the flavor of the iced tea itself. In both respects, this was achieved through confident, visually loud elements that clearly stand out from other M-Budget brands on the shelf. In this way, TASTEA managed to thread the needle between the zeitgeist and the brand’s clearly defined design codes.
Alice in Hop-Wonderland
We wanted to give Warsteiner customers a taste of escapism during the pandemic. So we created a bold, unique packaging design for their beer liqueur that puts their customers in a good mood and their love of hops at the forefront.
Warsteiner’s brief for the beer liqueur’s new look? It had to speak to the souls of many. The design needed to spread joy, pick you up, and take you to another world. While gastronomy was shut down, Warsteiner took the time to make their beer liqueur beautiful with us – and crafted a very personal story for it.
The design is an imaginative cross between Alice in Wonderland and Charlie and the Chocolate Factory. As a kind of “Holy Grail,” the hops are the central element of the design and radiate in all directions. Its essence is pressed out of it in a machine. The resulting liqueur is traditionally drunk with a cream topping, pictured here with the classic Warsteiner tulip.
A Model’s Secret to Self-Care
Design, Strategy, Trends, Images
When top model Stefanie Giesinger created her own skincare line with dm, it was about more than just looking good. But how do you package a brand that not only has great content, but also needs to make a splash on social media?
Stefanie Giesinger is not just a model; she’s also a committed opinion leader on body positivity, female empowerment, social justice, and sustainability. Our packaging concept for the relaunch of her dm brand MOY had to be as clear as her vision and voice – transparent and direct. After our strategy and brand workshops, the logo and packaging concept for MOY (“my” in Russian) were created in close collaboration with the model. Only the most necessary ingredients were used for the skincare series, and nothing else – so we applied the same philosophy to the design. The result is a product range that stands out amongst other sustainable cosmetics through its precision and clarity, perfectly positioning it for Gen Z as a lifestyle brand.
From the very beginning, special consideration was given to ensure that the design was “grammable.” After all, as an influencer with almost five million Instagram followers, packaging that works digitally is not a “nice to have,” but a must. The tidy, bold design focuses on lightness, and dispenses with all the seals and certificates other sustainable brands cover their products with. The result is beauty that’s beyond skin deep: who knew sustainability could look so good?