Packaging design & & rebranding | Nadine Buerke Design
A fresh Nordic look: winning the pitch for Bünting’s private label
This fresh, Nordic-inspired packaging relaunch won the pitch for the Bünting Group’s Küstengold private label – a range of around 700 SKUs.
The previous design
The Bünting Group is a long-established retail company in Northwest Germany. Its private label Küstengold offers a broad range of everyday products and stands for quality, reliability and a strong connection to Northern Germany. Before the pitch, RedRabbit commissioned a comprehensive analysis of Bünting’s private labels. The result was a clear recommendation for a complete design relaunch, particularly for Küstengold.
Key weaknesses of the previous design:
- Competitiveness
- Product information
- Food imagery
- Emotional appeal & trust
- Innovation
First and second place against five agencies
Services
- Design analysis / audit & competitor analysis
- Branding consulting & recommendations
- Packaging design relaunch / rebranding
- Logo refinement
- Image compositing
- On-site concept presentation
Win-win – trust pays off
Following the successful design analyses, RedRabbit commissioned the next project: support for the pitch to rebrand the Küstengold private label. The aim was to translate the findings of the analysis into compelling new packaging concepts and strengthen the brand accordingly. Küstengold. Ziel war es, mit überzeugenden Verpackungsdesigns das Markenbild entsprechend der Analyse zu optimieren.
Alongside partner agency Schofeld, which was later intended to handle the rollout across approximately 700 SKUs, Nadine Bürke Design developed independent design concepts for the pitch. The concepts were presented jointly to Bünting. Nadine Bürke Design eigene, unabhängige Designvorschläge in den Pitch ein. Die Entwürfe wurden gemeinsam bei Bünting präsentiert.
The result: Nadine Bürke Design’s packaging concepts took first and second place in the pitch. The relaunch was awarded to the RedRabbit and Schofeld team, based on the winning direction established by my design concepts. Nadine Bürke Design belegten Platz 1 und 2 – und überzeugten auf ganzer Linie. Der Auftrag für den Relaunch ging an das Team aus RedRabbit und Schofeld, basierend auf dem Gewinn durch meine Designkonzepte.
