KaDeWe — Eigenmarke
Winner
Excellent Communications Design
Brand Identity
Details
Task: Development of a private label for the legendary gourmet hall on the sixth floor of KaDeWe — also known as the “Die Sechste” or the culinary heaven above Berlin. Solution: The brand icon deserves an own iconic brand portfolio - the concept “Die Sechste” quotes the history and architecture of the Berlin landmark. The famous façade becomes the key visual and graphic grid for all applications. Two new corporate typefaces are created from the defining wordmark. The interplay of old and new creates a modern appearance that preserves the history of the KaDeWe and continues the KaDeWe's history at the same time.
The Jury‘s Statement
The private label & packaging solution for the food hall on the sixth floor of KaDeWe creates its own, unmistakable identity through the successful fusion of history and modernity, which perfectly embodies the demand for quality and lifestyle. The way in which the iconic façade of the venerable department stores' becomes the central design element, which ensures recognisability and can be used flexibly, was solved brilliantly.
