{"id":81107,"date":"2023-05-31T12:35:00","date_gmt":"2023-05-31T10:35:00","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=81107"},"modified":"2023-05-31T15:46:04","modified_gmt":"2023-05-31T13:46:04","slug":"new-packaging-design-traditional-brand","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/neues-packaging-design-traditionsmarke\/","title":{"rendered":"New packaging design for traditional brand"},"content":{"rendered":"
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

With a family history stretching back almost 100 years, the traditional Altonaer Kaviar Import Haus brand wants to look to the future and tap into new target groups. To this end, the company has worked with Mutabor on portfolio structuring, corporate design and packaging relaunch.\u00a0<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The design of the new Signature line is a major change for the traditional luxury caviar market: Instead of classic splendour design, the focus is on soft natural tones<\/strong> and a visual world reminiscent of fashion photography. The aim of the new look and feel is also to carry the brand's almost 100-year history into the future.<\/p>

\u201eWe no longer wanted to talk about the past, but rather about the future. That's why we developed a product line that visually and thematically departs from the myth of the old caviar world. The designs combine zeitgeist, naturalness and nonchalance. Things that were not primarily associated with caviar in the past. Mutabor has succeeded in expressing this new world through design. Every tin tells a story.\u201c<\/p>

Eva Maria Pankalla<\/strong>, Director Marketing & Communication at Altonaer Kaviar Import Haus (AKI)<\/p><\/blockquote><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\"The\t\t\t\t\t\t\t\t\t\t\t
(Image: Mutabor)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The iconic Logo has been rejuvenated<\/strong>, However, as a homage to the traditional past, it retains the charm of the early days. Eva Maria Pankalla comments: \u00bbAKI is positioning itself as a trailblazer for a new, relaxed caviar experience, without losing sight of respect for the \u201ecraft of caviar\u201c. This opens the door for other - and I deliberately don't say younger - target groups and new multipliers in the food segment with high visual aesthetics.<\/p>

\"\"<\/a><\/div><\/div>

\u201eWe accompanied the change at AKI from the strategic alignment of the brand and structuring of the broad portfolio to the corporate and packaging design and the refreshingly unconventional tone of voice from a single source. It was also an exciting challenge to accompany the launch of the new caviar bar in KaDeWe. We are delighted to support AKI on its way to making this special product accessible to a wider international audience.\u201c<\/p>

Moritz Carstens<\/strong>, Creative Director at Mutabor<\/p><\/blockquote>

Source:\u00a0<\/em>Mutabor<\/a><\/p><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

More news on packaging design <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tHeinz with innovative 1-litre bottle\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tHeinz launches the new Chef's Bottle, which has been specially developed for the catering trade.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tBitburger launches limited edition World Cup collector's cans\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tIn addition to the special edition of the Premium Pilsner, other products will also appear in the themed packaging design.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tArdagh expands portfolio for the US market\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tArdagh Glass Packaging launches two new bottles for the US food market.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tPackaging design as the key to brand communication\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tPackaging design plays a decisive role in brand communication in the cosmetics industry. The STI Group shows how packaging can convey trust and brand values.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tMets\u00e4 Board plans Packaging Design Studio in Milan\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tMets\u00e4 Board is opening a new Packaging Design Studio in Milan in summer 2026. The aim is to promote packaging innovations and strengthen cooperation with European partners.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
\n\t\t\t
\n\t\t\t\t
\"\"<\/div><\/a>\n\t\t\t\t
\n\t\t\t\t

\n\t\t\t\n\t\t\t\tO-I Glass sees structural growth in non-alcoholic beverages\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tPackaging plays a central role in this context.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"Altonaer Kaviar Import Haus worked with Mutabor on portfolio structuring, corporate design and packaging design.\u00a0","protected":false},"author":1,"featured_media":81109,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"__cvm_playback_settings":[],"__cvm_video_id":"","rank_math_description":"Altonaer Kaviar Import Haus hat mit Mutabor an der Portfolio-Strukturierung, dem Corporate Design und dem Packaging Design gearbeitet.\u00a0","rank_math_focus_keyword":"packaging design,mutabor","rank_math_title":"","csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[23],"tags":[38,46,59485,59142],"class_list":{"0":"post-81107","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-und-design","8":"tag-lebensmittel","9":"tag-marketing-und-design","10":"tag-mutabor","11":"tag-news-express","12":"cs-entry","13":"cs-video-wrap"},"acf":[],"vimeo_video":null,"_links":{"self":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/81107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/comments?post=81107"}],"version-history":[{"count":0,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/81107\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media\/81109"}],"wp:attachment":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media?parent=81107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/categories?post=81107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/tags?post=81107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}