{"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":"
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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

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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

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(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
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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>

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\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

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More news on packaging design <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Product<\/div><\/a>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tApplication deadline for \u201eProduct Innovation in Glass 2026\u201c extended\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tThe application deadline for product innovation in glass has been extended until 30 June 2026. Companies in the food and beverage industry can participate free of charge.\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
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\n\t\t\t\n\t\t\t\tAssociations call for sales deadline for packaging with environmental advertising\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tFrom 27 September 2026, new regulations for environmental advertising on products and packaging will apply in Germany.\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
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\n\t\t\t\n\t\t\t\tHershey's Combines Packaging Design with Pok\u00e9mon Collectibles\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tThe campaign shows how packaging is increasingly being used as an interactive marketing surface.\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
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\n\t\t\t\n\t\t\t\tCalbee simplifies packaging design due to supply chain issues\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tThe company states that the background to this is geopolitical tensions in the Middle East, which are affecting the supply of individual materials.\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
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\n\t\t\t\n\t\t\t\tPackaging Price 2026 with extended submission deadline\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tThe German Packaging Institute (dvi) has extended the submission deadline for the German Packaging Award 2026.\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
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\n\t\t\t\n\t\t\t\tBrown packaging with white digital print\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tMondi has developed an innovative packaging solution for Riedel Glas that combines brown Kraftliner with white digital printing. This development opens up new possibilities for the packaging industry.\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":"","_earpaper_enabled":false,"_earpaper_voice_id":"","_earpaper_audio_url":"","_earpaper_audio_id":"","_earpaper_article_id":"","_earpaper_status":"","_earpaper_error":"","_earpaper_duration":0,"_earpaper_generated_at":"","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}]}}