Reviving Tradition: Koch's Meerrettich Rebranding by Wolkendieb Design Agency

Embracing the "Back to the Roots" Trend in Food Industry

As a subsidiary of the Develey-Group, one of the most influential international companies for mustards, sauces, and dressings, Koch's has a rich history of over 100 years. The brand's popularity is driven by its local production and national sales. From cultivating its own fields to conducting plant research on cultivation, storage, and gentle processing, Koch's has always prioritized quality and naturalness. The challenge for Wolkendieb was to encapsulate these values in the new labels.

The rebranding effort was inspired by the current trend in the food industry, "back to the roots," which emphasizes the use of ancient root vegetables, including horseradish. The new design does not focus on the dishes but on the unprocessed, illustrated ingredients, reflecting the brand's commitment to freshness and simplicity. The motto "Fresh from the field - directly, simply, and lovingly prepared!" encapsulates the brand's ethos.

Wolkendieb began the rebranding process by relaunching the logo, which then influenced the shape of the labels. The labels, printed on natural uncoated paper, exude freshness and quality. The rebranding also extended to the packaging, which includes jars with natural paper labels in various sizes, an aluminum tube, and a catering range with large plastic containers. Each recipe has its own illustrations and color-code, and a freshness and quality seal was created to highlight the products' top freshness.

Before the rebranding, a market research analysis was conducted to identify the brand's weaknesses and areas for improvement. Following the relaunch, another market research study confirmed the success of the rebranding among consumers. The challenge was to appeal to younger and new customers without alienating existing ones, and the design successfully achieved this by reflecting the naturalness and simplicity of the "like-before recipes."

The project, which started in March 2021 in Aachen, Germany, and finished in July 2021, has been recognized for its creativity and innovation. It was showcased in the 196th issue of "Creativ Verpacken" and won the Silver A' Packaging Design Award in 2022. The award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, and splendid artistic skill.

The rebranding of Koch's Meerrettich by Wolkendieb Design Agency is a testament to the power of design in reviving tradition and connecting with consumers. It serves as an inspiration for other brands looking to modernize while staying true to their roots.