Patros: the mildly spicy cheese delight in a new design

As one of the leading white cheese brands in Germany, Patros aims not only to consistently maintain its own high quality standards, but also to regularly exceed them. This applies to both the cheese itself and its packaging. Hochland Deutschland GmbH approached our agency with the task of adapting the design to the current zeitgeist.

Patros is a brand of Hochland Deutschland GmbH. Since 1992, the high-quality cheese made from cow’s, sheep’s and goat’s milk, supplemented with other purely natural ingredients, has been delighting consumers with its authentic, mildly spicy taste. It adds a Mediterranean touch to dishes. Patros stands for originality, conviviality, joie de vivre – and enjoyment.

The main objectives of the relaunch were to achieve greater differentiation between the individual products, to describe the taste and use more precisely in terms of imagery and language and to modernize and concretize the packaging design as a whole in order to entice new consumers.

blank

1. reduce elements

The old packaging design seemed overloaded and not quite to the point. We reduced the elements and visually strengthened the remaining ones.

2. the logo: the shepherd

The shepherd at the top of the packaging is THE Patros symbol par excellence. The shepherd used to have a complex structure, but we have simplified it and changed the relationship between the shepherd and the background. A small but very effective step that is immediately visible when comparing old and new.

3. making the color coding of the different varieties more striking

We responded to the manufacturer’s request for clearer differentiation of the individual products with more striking color coding. We have also enlarged the product names. These measures ensure in a visually appealing way that consumers immediately recognize which variety it is.

4. the overall brand image has been implemented more clearly

The visual guidance on the product has been made clearer through a simple hierarchy of levels, so that a stringent, strategic visual guidance is guaranteed: first the consumer sees the brand, then the variety and finally the appetite appeal.

5. new food shots with more appetite appeal

Foodshots now take up 1/3 of the Patros packaging. They act as real visual appetizers. In general, all the elements on the packaging create a friendly, appealing impression.

blank
blank
blank
blank

To summarize: We have smartly tidied up the packaging design of Patros products. For existing customers, it looks as if nothing has changed. This makes it easy for them to find their favorite product again. The fact that the logo and other elements have changed a little makes the design appear more modern and younger, which appeals to new consumers and invites them to try Patros.

Related Projects