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Now even more “original” …

Now even more “original” …

We’re still staying home. And after work, what could be better than a delicious pizza fresh out of the oven? But that’s not the only reason we’ve been focusing on frozen pizza lately…

No other pizza of the Wagner brand stands for its almost 50-year-old baking tradition like the “Original Wagner Steinofen Pizza”. After we have already been highly successful in developing and relaunching the product lines “Rustipani”, “Flammkuchen”, “Die Backfrische”, “Ernst Wagner’s Original” and “Big City Pizza” together with the Wagner team, we were now able to revise the design of the stone oven pizza. And as this would not have been a challenge enough, the additional, complete revision of the umbrella brand logo of the (frozen pizza) specialist put our performance capabilities to the test even harder.

How did we approach this complex initial situation? How we made the “Original Wagner” brand fit for the future and even more original by reflecting on its past? For enlightening answers please read on.

 

The journey into the new world in four steps:

1. From the target group-oriented brand strategy to the umbrella brand strategy
The starting point for our strategic work was the strengthening of “Original Wagner” as an umbrella brand and thus the creation of overarching, shared brand values. Now more than ever, the name Wagner stands for baking tradition, craftsmanship and down-to-earthness. The target group remains the classic medium-sized business, with and without children.

2. From the fine confectionery doily to the real baker’s shovel
Reflecting on the almost 50-year-old baking tradition of Wagner, we have replaced the confectionery doily, which had been the focus of the logo, with a classic baking shovel. The traditional tool makes Wagner’s down-to-earth, artisan baking tradition tangible and credible from the very first moment.

3. From yellow embers and stone oven to naturalness and handcrafted appearance
We have given the viewer’s gaze a new perspective. If he previously looked into the yellow embers of the blue oven, he now sees a super delicious topshot of the respective pizza. Freshly taken from the stone oven! The strikingly placed banderole made of baking paper takes on the function of a visual, Wagner-typical bracket across all varieties – and provides an additional extra touch of authenticity and handcrafted naturalness.

4. From the perfection of imperfection
With the Rustipani launch, we had already made the sympathetically “imperfect” into a characteristic feature of the Wagner brand, which now also determines the design appearance of the new stone stove range in an engaging and striking way. The craftsmanship and down-to-earthness unfolds in many lovingly chosen and placed details. The design is inviting, very close and literally ” hands-on “. In the interplay of the elements, the package thus communicates the sympathetically imperfect and the claim to perfection at the same time – and unites the supposed opposites into a harmonious overall picture that conveys its message powerfully and significantly.

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We are Berndt+Partner Creality, a global agency for brand and packaging design and innovation for food, non-food and OTC products in the fast moving consumer goods sector. We are designers, engineers, conceptioners, developers, market researchers, tinkerers, strategists and idea providers. An interdisciplinary team with an experience of over 1,000 projects in more than 20 years. We are insiders with an outside perspective. Local and global. Directly for your target group.
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