Relaunch der Traditionsmarke Dietz
Winner
Excellent Communications Design
Design Classics and Re-editions
Details
Traditional juice brand meets tattooed granny & AI - like, What?! It's no secret: fruit juices are somehow no longer really sexy. In the past, high raw material prices and the image problem of juices have led to a decline in their popularity. So we thought: screw it! We're breaking conventions and rethinking juice. Juice is not just for grandma & grandpa on Sunday morning, juice is made for everyone. This is exactly the feeling we wanted to convey with our new visual strategy: Enjoyment that connects - then, now, always.
The Jury‘s Statement
The redesign of the labels, the logo and the campaign for the traditional Dietz brand builds a sympathetic bridge between the generations. The way in which traditional values are combined with modern elements and AI in terms of form and content is not only very appealing, but also ensures that the product and brand are highly recognizable.
