We are Berndt+Partner Creality, a global brand and packaging design as well as innovation agency for food, non-food and OTC products in the fast moving consumer goods sector.
We are designers, engineers, concept developers, developers, market researchers, inventors, strategists and idea suppliers. An interdisciplinary team with an experience of over 1,000 projects in more than 20 years. We are insiders with an outside view. Local and global.
Thomas Reiner is founding member and CEO for all three business units at Berndt+Partner. He has consulted international corporations, major enterprises, and mid-sized companies on the topic of packaging for more than 25 years and is also Chairman of the glba.
Christoph Waldau has been at Berndt+Partner since 1996. Since 2012 he runs B+P Creality as Chief Executive Officer. He has consulted companies on a strategic level on marketing and packaging innovation-related issues for over 20 years now. Furthermore, the qualified Industrial Engineer and Packaging Engineer is lecturer at the prestigious Beuth University of Applied Sciences in Berlin and Board Member of the international agency network glba (global local branding alliance).
Ms Britz studied social and business communication at the University of the Arts in Berlin, majoring in strategy and marketing. During her studies Katharina Britz already worked as a freelancer in agencies in the areas of planning, strategy and new business. She then began as a strategy consultant in various well-known agencies and consultancies. Since 2016 Ms Britz supports us as Director Strategy in the strategic analysis and development of brands and products.
She also teaches the seminar 'Strategies in Business Communication' at the University of Applied Sciences and Economics in Berlin.
Mrs Plitzko-Gries has more than 25 years of experience in qualitative and quantitative market research. She has worked for renowned international market research institutes, both at operational level and in strategic consulting. Since 2013 she has been supporting B+P Creality in the generation of consumer insights, carrying out online-based usage + attitude analyses, focus groups and household tests at national and international level.
For 25 years, Dirk Rose devotes himself to packaging and design. He supervised international and national clients in FMCG, pharmaceuticals and non-food. Today Dirk is responsible for business development and sales and also takes care of our PR and marketing activities.
Ms Schmidt has been a key member of the Berndt+Partner team since 1999. She provides the agency with active support in all mastering daily organizational challenges.
Ms. Orzel has been with us since 2019 and supports us as a Team Assistant, especially in human resources and travel management. Previously, she worked as a trained hotel manager for over 20 years in the areas of event planning, travel management and management assistance in the hotel and agency industry in Germany and her second home, Spain.
Tobias Linnardi studied packaging technology at the Beuth Hochschule for Applied Sciences in Berlin in 2004. Today he can look back on 15 years of experience in packaging development in the consumer goods sector in Europe. Tobias has been with us since 2019 and leads the innovation activities of B+P Creality. He is also responsible for the strategic and operational orientation of customer projects.
Ms Ritter studied in London and in Hanover. She received her diploma as Product Designer at the University of Applied Arts and Sciences Hanover and has been an integral member of B+P Creality since 2006. Ms Ritter develops and designs three-dimensional concepts in product and packaging design. As Senior Product Designer she is responsible for the development of concepts and controls the work in product design and visualization at B+P Creality.
Ms Baumann completed her studies “Master of Arts in Product Design” at the University FH Hanover. After working in an interior designer agency, she joined the B+P Creality team in 2012. Within our team she designs integrated packaging solutions.
Mr Streich has been an integral part of B+P Creality since 2008. Prior to this, he graduated with a degree in packaging engineering and has been leading development projects for numerous customers and projects since 2013, primarily with a technical focus on packaging engineering, as Project Manager.
Mrs Ringe graduated in packaging technology at Beuth University for Applied Sciences in Berlin in 2014 before working in the field of display and corrugated board packaging. She has been with us since 2017 and supports the innovation team as a project engineer.
Since 2018 Ms Rebettge has supported us as project engineer in the development of packaging innovations. Before that, she completed her Master in Packaging Technology at the Beuth University of Applied Sciences in Berlin and additionally completed a one-year study abroad in the USA.
Ms Wolters studied packaging technology at the Beuth University of Applied Sciences and the Master's programme in innovation and technology management. She worked for several years in the confectionery industry in the area of packaging development and has been with us since 2008.
Mrs Kalkbrenner graduated in psychology in 2017. At Berndt+Partner she provides active support as a team assistant and is also responsible for personnel management.
Ms Schmale studied at the Karlsruhe State College of Design and has been working for B+P Creality since 2010. She previously worked for several years in the Swiss luxury goods industry and for agencies in Milan and Cologne with a focus on packaging, corporate and product design. Since 2017 she has been responsible for the conceptual and graphic design of brands and packaging at B+P Creality as Creative Director.
Mr. Herrmann completed his Bachelor of Arts degree in Business Administration in 2011 and his Master of Arts degree in Industrial Sales and Innovation Management in 2014. After gaining professional experience in trade and business, he has been supporting our design team as Project Manager since 2018. Mr. Herrmann takes care of the smooth processes in the cooperation with our customers.
Ms Kalkowski studied the various design disciplines at the BEST-Sabel-Hochschule and the HTW in Berlin. Since 2009 she has worked both as a freelance and as an employed designer in several agencies. And since 2018 she has been an integral part of our design team as Art Director.
Ms Schindler completed her studies with a focus on communication design in 2006 at the Academy of Communication Design and Art Direction in Hamburg. Since then she has worked as a packaging designer with the focus on food. She has been an integral part of our design team since 2013.
Mrs Francisco graduated in Design at the Universidade de Aveiro in Portugal in 2005. She then worked in various agencies and as a freelancer in the field of packaging design. She has been supporting our design team as a graphic designer since 2017.
Mrs Wilke graduated from the Institute of Design in Berlin in 2012 before working for various packaging design agencies in Hamburg and Düsseldorf. After working as an intern in 2010 and as a freelancer in 2016, she has again been supporting our design team as a graphic designer since the beginning of 2018.
Ms Brown studied media design in Berlin and has been responsible for final artwork and production since 2015. For several years she had been responsible for the customer service in the consumer and beauty industry concerning all questions of the professional final artwork and pre-print processes.
Ms. El Houkayem acquired a Bachelor’s Degree in Design and Applied Arts specialized in Interior Architecture in Lebanon before completing her Master’s Degree in Business Management in Barcelona in 2016. After working as a Design Coordinator and Brand Manager In Quatar, Paris, London, among other places, she joined our design Team in 2018 as a Junior Project Manager.
Ms. Dendzik graduated from the Academy of Fine Arts in Krakow in 2012 with a degree in “Graphic Arts” and “Stage Design”. Afterwards Ms. Dendzik started working as a packaging designer for various creative agencies in Poland. Since 2019 she supports our packaging design team as a graphic designer.
Since 2014 Ms Hänelt has been working for Berndt+Partner as Team Assistant. She is a certified foreign language correspondent in Spanish and English. Besides organizational tasks, she is mostly responsible for project support. She enjoys bringing her passion for English, Spanish and French into her work.
New design for the innovative 2-phase cartridge system for perfect detergent dispensing
Development and design of the Maggi Subbrand “Food Travel” including two first product ranges
Relaunch with balancing act between attracting attention in huge outlets and being premium at the same time
Exciting facts about the pollution of our planet by plastic waste
B+P Creality was on site at the McDonalds model restaurant to examine the measures and alternative packaging. Photo: McDonald’s Germany
Berndt + Partner Creality understands brands where they can be experienced: as a product at the POS. That is why we treat packaging design and innovation holistically. With cross-industry brand know-how, with a deep understanding of consumers through our own market research, with a high level of competence in graphic and structural design and with a comprehensive understanding of technology. And all from a single source.
The smaller the functional differences in the products become, the more important is an innovative packaging design as a success factor. In the perfect combination of packaging design and engineering we have developed
developed a set of strategic tools that ensure continuous alignment with the needs of the markets and the requirements of production technologies. This close interaction is the key to successful and innovative products and packaging.
Brand Identity, Strategy and Positioning Workshops
Global insights through an international network glba
Trend research, market screenings, competition analyses and city scoutings
Eye-Tracking and P.O.S Analyses
Quantitative market research, e.g. U&A studies, online surveys
Qualitative market research, e.g. individual interviews, focus groups
Innovation Workshops, e.g. Lead-User, 5-Senses
Feasibility analyses, supplier screenings and packaging engineering
Sustainability Analyses and Evaluations
Unmistakable packaging design is a complex system of two- and three-dimensional elements that is perceived by the consumer as a whole. That's why we think design from all perspectives, from the idea to the shelf. In order to develop an outstanding brand and packaging appearance for a product, we and our customers have the complete range of design instruments at their disposal. This enables us to make innovative packaging ideas visible at a very early stage. And the product's success is tangible.
Illustration, photography, food styling, product presentation
2D Packaging Design & Branding
P. O. S. simulations in 2D and virtual reality
Quantitative market research, e. g. U&A studies, online surveys
Final artwork, ISO proofs, color management and print approvals
Prototyping and small series production
Buyers and consumers must be addressed emotionally and rationally. That's why our interdisciplinary team consists of consultants, market researchers, designers, finalists and engineers. With holistic thinking, we develop and test effective design throughout all phases: From the conception of the brand identity and the brand worlds, the implementation of design concepts in all aspects of form and graphics to the elaboration of the print templates.
How do you transform packaging into an outstanding brand personality? Good question. Here are some equally good answers:
We will be happy to answer your questions.
Q: What if I don't need a completely new strategy, just a new packaging design?
A: Then you will receive a new package design from us. Complete with graphic and structural design, final artwork and proofing.
Q: We are planning an international roll-out for our product. How far can you accompany us?
A: From strategy to local POS. In seven countries on four continents. The local agencies of our global network are deeply rooted in regional culture.
Q: Do you also provide us with a packaging design on the purely graphic level, without including new forms, functions or materials?
A: This happens more often than the holistic approach. After all, there is often little room for manoeuvre in changing technologies, machines or innovative materials.
Q: Do you have a special design philosophy?
A: We did: The bait must taste good to the fish and not to the fisherman. In other words, our design is designed to increase product sales and provide added value for the user.
Q: From your own experience: When is product packaging design particularly successful?
A: Firstly, if you have a clear brand positioning and a convincing appearance at the P. O. S.. Secondly, if it possesses clear, quickly recognisable and relevant product advantages and thirdly possesses the most innovative technical features possible.
Q: Are real innovations also feasible with a new packaging?
A: This is a real speciality of ours. Through the close interaction of strategic product positioning, graphic design, structural design and engineering, we can jointly develop new products that offer real added value.
Q: We only need technical support. Is that possible with you?
A: No problem. There are some clients who commission defined services individually, for example purely technical questions.
Q: In your opinion, what are the most important trends in packaging in the coming years?
A: Let's unpack our crystal ball: Consumer added value, digitalisation and sustainability will become even more important in the future than they used to be. Incidentally, we are already observing these trends today.
In the middle of Berlin. And as a network agency of GLBA in our partner agencies in New York, Johannesburg, Moscow, Shanghai, Istanbul and Sao Paulo.
We can be reached quickly and easily by car, taxi and BVG. From Tegel Airport (TXL) you can reach us by car or taxi in 25 minutes and from Schoenefeld Airport (SXF) in 40 minutes. The central station is 30 minutes by taxi, the station Südkreuz is only 15 minutes away, or you can simply take the BVG.
As founders of the global agency network GLBA (Global Local Branding Alliance), we offer our clients authentic consumer insights, strategy and design solutions from seven nations on four continents rooted in regional culture. Insights that can’t be covered by market research or pure figures, but only by the permanent presence of local expertise.
Just talk to us.
We are looking forward to meeting you soon.