In the vocational sector, people with disabilities receive an occupational qualification. This is how a bakery and a butcher shop are operated at the Rethen location. The task for AhlersHeinel: the development and implementation of a brand concept for a special selection of freshly made bakery products, sausage specialties and bread spreads.
Customer involvement in the creative process
The process begins with a customer workshop hosted by AhlersHeinel: how should the new brand be positioned? What message is to be conyeyed and which values should it stand for?
Seize suggestions, create identity
Many valuable suggestions and ideas were collected, discussed and evaluated. Based on the results, the name-finding specialists from AhlersHeinel created the new brand and its appearance: Rethener Genusswerk – Handmade with passion
Logo and slogan stand for quality and freshness, they underline the relationship to the region and the love of high-quality products with the best taste.
The embedding of the signet and the harmonious colouring artistically create the reference to the Hannoverschen Werkstätten.
Communicate brand values
The product range of the newly created brand Rethener Genusswerk includes crisply baked goods, high-quality sausage specialties following traditional recipes from regionally produced meat as well as vegan bread spreads in different flavours.
In keeping with the wording, AhlersHeinel developed a harmonious packaging design that conveys the brand's values and emphasizes the quality and the excellent taste of the food. This ensures an eye-catching presence at the POS and a clear distinction from competitor products.
Visually draw attention
Warm illumination, light colours: a decorative table is the stage for the photo shooting of the delicious products from the Rethener Genusswerk. And, as authentic brand ambassadors, three of the approximately one thousand workshop employees from the Hannoverschen Werkstätten will now be appearing in a wide variety of media.
AhlersHeinel: Effectively develop concept, positioning and brand …