The Hamburg-based brand agency Hajok Design has redesigned the packaging of the Naschnatur mini ice-cream cakes and has been honoured with the German Design Award.
The start-up Naschnatur has developed small ice cream cakes - vegan, gluten-free and 100 per cent organic. However, the Regensburg founders felt that the old packaging design no longer did justice to the natural ingredients and the innovative product idea. So the Hamburg creative agency Hajok Design came up with a new look.
„I'm always happy when courage is rewarded. We recommended a radical redesign to the owners of Naschnatur to make the personality of their brand tangible. Now it can no longer be overlooked on the shelf. It communicates clearly, informatively and with high appetite appeal.“
Madeleine Lindner, Managing Director and Creative Director at Hajok Design.
The Nice Tarts were photographed in Hajok Design's in-house studio. The newly designed logo is presented on a coloured background in the shape of the respective fruit variety. Through the clear brand concept and a good feeling for contemporary design the Naschnatur products show themselves from their best side. „The collaboration with HAJOK Design was characterised by professionalism and an inspiring creative exchange right from the start. The result speaks for itself: a design that not only combines brand values and aesthetics, but also reflects genuine innovation and virtually invites consumers to try our healthy ice cream cakes,“ says Markus Smarzoch, founder and Managing Director of Naschnatur GmbH.
The German Design Award is awarded by the German Design Council. Established as a foundation in 1953 on the initiative of the German Bundestag, the Council supports the economy in this endeavour, to consistently achieve added brand value through design. This makes it one of the world's leading competence centres for communication and brand management in the field of design. This time, the international jury of experts presented awards to 55 nations in 68 categories.
Source: Hajok Design
