The Peter Schmidt Group agency has realised the most comprehensive brand relaunch for the underwear brand Mey in 30 years - including a new packaging design.
Founded in 1928, the Mey brand stands for high-quality men's and women's underwear. As part of its strategic development, the German family business has given itself a new brand identity. In addition to a new logo and the new brand claim „Speaking Quality“, which is intended to reflect the brand's quality standards, this also includes a new packaging design. The packaging system was also to be adapted. The new corporate design was developed by the agency Peter Schmidt Group.
„In future, we want to communicate our claim even more clearly: Uncompromising quality that can be felt and experienced with every single one of our products. This will be emphasised once again with our new brand claim ‚Speaking Quality‘.“ Matthias Mey, Managing Partner, Mey Group of Companies
Packaging relaunch for more orientation
In addition to a clear and concise design, the aim of the revised packaging system was to communicate the value and high quality standards of Mey products. At the same time, Mey's advisory service was to be placed centre stage. Therefore now Many transparent insights This offers both retailers and customers direct added value.
For better orientation, in addition to a series-specific colour coding system and the placement of USP icons on the front Additional information integrated. For example, a certification seal and a QR code provide insights into the production chain and functions of the item.
Environmentally friendly packaging design
The use of plastic materials has been further reduced: Classic product series are no longer packaged in polybags, but in FSC-certified cardboard boxes with a high recycled content. Different cardboard qualities are used depending on the product requirements. The Autumn/winter collection 2021 will present itself in a new look for the first time.
[infotext icon]The Peter Schmidt Group is Germany's top-selling brand and design agency and part of the BBDO Group Germany. It has offices in Hamburg, Frankfurt, Düsseldorf, Munich and Tokyo. [/infotext]
Source: Peter Schmidt Group
