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Germany's largest independent design agency, Mutabor Packaging GmbH, wants to focus more on the development of packaging and is founding its own company for this purpose.
Packaging is nothing new for Mutabor. Packaging has always been part of the Hamburg agency's portfolio, but has never been a focus. This is now set to change with the newly founded Mutabor Packaging GmbH. Companies such as Krombacher, Henkel, Dr Budwig, Yfood and the Altonaer Kaviar Haus are already working with Mutabor on packaging issues. Last year, a seven-figure turnover was already achieved in this area.
New company, proven team
Now the two Mutabor founders Heinrich Paravicini and Johannes Plass have set their sights even more firmly on the packaging market. The new unit is headed by Ipek Molvali as managing partner. The creative director is Moritz Carstens.
The 38-year-old Molvali studied International Marketing and worked on the client side as well as at various design and advertising agencies before joining Mutabor in 2015.
Over the past 15 years, she has looked after clients such as Bahlsen, Bosch/Siemens Hausgeräte, Capri-Sun, Edeka, Faber-Castell, fischer, Henkel, Krombacher and Rewe. In her new role as managing partner, the young mother wants to focus on the sustainability and social compatibility of packaging.
Moritz Carstens has also worked for various design agencies after studying liberal arts and communication design and has worked for the last 10 years for clients including Bahlsen, British American Tobacco, Coca-Cola, Hansaplast Sport, Imperial Tobacco, Krombacher and Osram responsible.
»As designers, we have the opportunity to help plan packaging from hour 0. We want to take on more of this responsibility in the future and have a positive influence on the market«.
Packaging as a central brand touchpoint
Mutabor has come to the conclusion that the packaging market is undergoing a transformation that is being significantly accelerated by the pandemic. The increase in online business means that packaging is increasingly taking centre stage as a central brand touchpoint.
For brands, packaging is increasingly becoming the only physical interface.
The unboxing moment is becoming increasingly important. Product and brand messages can be staged here in a creative and narrative way: »Packaging must tell a story. Our approach thinks between the disciplines - and beyond. For storytelling that pushes the boundaries of packaging and also works optimally in the digital environment,« says team leader Moritz Carstens.
The Green Agenda is also forcing many companies to rethink. Environmentally friendly packaging is increasingly in demand.
Source: Mutabor
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