Iconic character and strong emotional value for consumers. The jury of the German Packaging Museum has recognised both of these qualities in the East German brand Kathi. As of today, it holds the title of „Packaging of the Year“.
As always, the prize was awarded as part of the Packaging Dialogue, which is organised every year by the German Packaging Museum in Heidelberg.
While this year's dialogue was mainly about „Strong brands from the North“, the award goes to a strong brand from the East.
Not only „Viba“, „Nudossi“, „Bautzner Senf“ and „Rotkäppchen Sekt“ come from there, but also the „Kathi“ brand, which is celebrating its 70th birthday this year. Today, the manufacturer of baking mixes in Halle (Saale) is not only a regional player and market leader in the east, but also number two nationally.
Kathi probably invented the baking mix
Although the company „KATHI - Nährmittelfabrik Kurt Thiele“ was founded in 1950, it was not entered in the commercial and trade mark register until the end of March 1951. The company's history began in a garage in Halle.
The baker Kaethe Thiele, whose initials explain the brand name „Ka-Thi“, can be considered the inventor of the baking mix. Her experience of everyday life in the GDR made the founder aware of the hardships faced by housewives in an economy of scarcity. The ingredients needed for a cake were therefore immediately portioned to the required quantity, bundled as a baking mix and thus kept safely to hand.
The „certainty of success“, which was a fundamental promise of performance in the former GDR, later developed into the modern „convenience“ concept.
In addition to the standard product „cake flour“, which was introduced in 1953, the range was soon enriched by tear-off packet soups to which only water had to be added (early form of „instant soup“).
Historical brand design continued
As the first baking mix for the end consumer on the German market, cake flour could today be described as the „mother of the Kathi brand“. In 1953, the packaging already featured characteristic design elements that can still be found today.
Over the years, the „Cook and bake with Kathi“ logo has become a red brand tab in the top centre of the pack. In GDR times, the logo was greatly reduced in size, but today it is once again in the centre of the pack. The pack illustration is still dominated by the finished end product of the baking mix - then as now, the various uses of the cake flour as a cake base or sand cake can be found on the front of the pack.
The corporate colour red played a dominant role. To this day, the brand identity of this traditional brand has evolved under very careful management, while retaining its roots in a respectful manner.
Source: German Packaging Museum
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