BEISSER Design & Branding BEISSER CORPORATE IDENTITY by Mutabor Design

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Industry Pre-Cooked Meals & Frozen Food, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Mutabor Design
Creative Director Sven Ritterhoff
Copywriter Jan Schlomo Knopp
Designer Kirsten Kaselow, Silvia Bubel, Martin Oberhäuser, Stefan Mückner
Released April 2010

Credits & Description

Category: Consumer Services
Advertiser: BEISSER
Product/Service: MEAT COMPANY
Date of First Appearance: Apr 1 2010
Entrant Company: MUTABOR DESIGN, Hamburg, GERMANY
Creative Director: Sven Ritterhoff (Mutabor Design)
Art Director/Designer: Nils Zimmermann (Mutabor Design)
Art Director/Designer: Karina Schoffro (Mutabor Design)
Designer: Kirsten Kaselow (Mutabor Design)
Copywriter: Jan Knopp
Designer: Silvia Bubel (Mutabor Design)
Designer: Martin Oberhäuser (Mutabor Design)
Designer: Stefan Mückner (Mutabor Design)
Media placement: Corporate Design - Corporate Design/Packaging/Shop Design/Posters/Stationary - 01.04.2010

Describe the brief from the client
Beisser is a traditional company with a reputation for the finest meat products in Hamburg. For over 175 years, the family-owned business has stood for outstanding quality. At Beisser, tradition and innovation go hand in hand.
The objective was to create a brand presence that combines both these values.

Describe the challenges and key objectives
The dual symbolism of the brand values is incorporated into the corporate design and reinforced with a provocative slogan: ‘Beisser – the new fleisch’

Describe how you arrived at the final design
Tradition has been re-interpreted in an authentic and original way, reflecting the fundamental philosophy of the brand. Both the shop interior and all packaging have been redesigned to match the new brand identity. Each product has its own icon, the look is reminiscent of late 19th century motifs. The modern interpretation of antique illustrations lends a visual language to the themes of Hamburg, craftsmanship and traditions. These images come mostly from the history of the Beisser company, who were already supplying their goods to the ships of Kaiser Wilhelm II.
Stationery, packaging range and shop design have been completely redesigned to create a new market presence.

Give some indication of how successful the outcome was in the market
By newly interpreting the style elements from that time a uniquely humourous, yet modern, appearance has been achieved.