NOURISHMENT FOR BODY AND SOUL by Leo Burnett/Laeufer Berlin for CONVENIENCE CONCEPT

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NOURISHMENT FOR BODY AND SOUL

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Leo Burnett/Laeufer Berlin
Associate Creative Director Albert Schlierbach
Creative Director Peter Buck, Udo Leichauer, Andreas Laeufer
Copywriter Sebastian Kraus, Caroline Trebeljahr
Released August 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: CONVENIENCE CONCEPT
Product/Service: FRISCHWERK CONVENIENCE STORE
Agency: LEO BURNETT
Date of First Appearance: Aug 28 2009 12:00AM
Entrant Company: LEO BURNETT, Frankfurt, GERMANY
Entry URL: http://www.frischwerk.com
Creative Director: Peter Buck (Leo Burnett Gmbh)
Creative Director: Udo Leichauer (Leo Burnett Gmbh)
Associate Creative Director: Albert Schlierbach (Leo Burnett Gmbh)
Copywriter: Sebastian Kraus (Leo Burnett Gmbh)
Copywriter: Caroline Trebeljahr (Leo Burnett Gmbh)
Webdesigner: Michaela Siegl (Leo Burnett Gmbh)
Creative Director: Andreas Laeufer (Leo Burnett/Laeufer Gmbh)
Account Manager: Andrea Wegner (Leo Burnett Gmbh)
Production Manager: Janine Zink (Leo Burnett Gmbh)
Chief Creative Officer: Andreas Pauli (Leo Burnett Gmbh)
Media placement: Tray Cover - Shop - 28.08.2009
Media placement: Mailing - Direct Neighborhood Of Shop - 28.08.2009
Media placement: Napkin - Shop - 28.08.2009
Media placement: Image Broschure - Shop And Promotions - 28.08.2009
Media placement: German Breakfast Boards - Shop And Promotions - 28.08.2009
Media placement: Guerilla/Ambient Poster - Shopping Street Next To Shop - 24.08.2009
Media placement: Shop Interior - Shop - 28.08.2009
Media placement: Website - Www - 28.08.2009
Media placement: Coffee Cup - Shop & To Go - 28.08.2009
Media placement: Paper Bag - Shop & To Go - 28.08.2009

Describe the challenges and key objectives
frischwerk is a one of a kind convenience store in Germany. Instead of ‘either or’, frischwerk is all about "and": Like Deli and Café, modernity and tradition, convenience and love, eco and flavour. Simply a friendly invitation to shop and relax at the same time.

Describe the brief from the client
So how do we stand out in an emerging market? The brand frischwerk is created around the idea of an innovative shopping and dining concept. Our goal was to develop a holistic appearance for a successful launch, starting with corporate design to shopper marketing, in-store tactics, an own language through to on- and offline activities.

Describe how you arrived at the final design
Retail is detail. Instead of creating many brand promises, we came up with a tasty brand experience. From brand strategy, corporate design, shopper marketing, in-store tactics, product naming, off- and online activities, we created a holistic approach with a refreshingly timeless visual and linguistic approach. It combines every aspect of modern life with the good old traditions to perfectly meet people’s needs.

Give some indication of how successful the outcome was in the market
The first shop in 2009 was a complete success. A second one launched a few months later. The satisfaction of the clients and positive press commentaries confirmed the successful shop design. And this was just the beginning: 2010 will be characterized by frischwerk shop openings all over Germany.