„Der Große Bauer“ has had a new design since October 2023 - from 2024, the private Bauer dairy will also be expanding its range to include a plant-based line called „Zum Glück!“. The agencies responsible are the Peter Schmidt Group and M.I.L.K.
Privatmolkerei Bauer, based in Wasserburg am Inn, is one of the largest yoghurt producers in Germany and exports to more than twenty markets in Europe and beyond. Its best-known product is „Der Große Bauer“, a yoghurt with a wide range of ingredients from fruit to chocolate split, classic, with muesli or split or even with more fruit. All of these varieties have been available since October 2023 with a new look in the chiller cabinet. From 2024, the company will also be expanding its range to include a new plant-based alternative: Bauer is using an innovative upcycling product made from apricot kernels as a milk substitute for its „Zum Glück!“ brand products.
Targeted further development of traditional design features
The master designs for the „Der Große Bauer“ and „Zum Glück“ product lines were developed by the Peter Schmidt Group: The creative team around Executive Creative Director Inga Wolter the Bauer brand logo from the surrounding dark blue circle. and thus gave the appearance a new lightness. The Fraktur B of the lettering is subtly picked up in the style of a watermark: This not only conveys value and the long tradition of the family business, but also supports the association with creamy flavour.
For Inga Wolter, this is Bauer's the right step at the right timeTraditional brands must continue to develop in order to remain true to themselves. Bauer has recognised that the values that the company has stood for with its products for decades, are decoded differently by younger target groups."
The products from „Zum Glück!“ stand out in the growing market segment of milk substitutes: Their colouring and theThe deliberately imperfect orange lettering stands out. Playful illustrations and a relaxed, open-minded tone bring exactly the kind of informality to the pack that the target group also wants for everyday life: a slice of joie de vivre that can be enjoyed with a clear conscience.
Successful market launch through teamwork across agency boundaries
For the market launch of „Der Große Bauer“, Privatmolkerei Bauer also decided to work with M.I.L.K. from Frankfurt: the agency specialising in packaging design in the food segment transform the master design of the Peter Schmidt Group to the individual varieties, which follow the brand's current „added value strategy“. Attractive varieties such as muesli, splits, seasonal, exotic and more fruit are bundled here. The accompanying communication campaign „As delicious as ever. Tastier than ever,“ with realisation in out-of-home, radio, radio P.O.S., P.O.S. and social media, was developed by BBDO Düsseldorf.
Source: Peter Schmidt Group
