Wicklein: Celebrate every moment
Gingerbread meant Christmas. Wicklein wanted more: a brand that carries its origin all year. We sharpened the presence — from the moment ribbon through packaging to the hey! display in-store. At ISM 2026, the relaunch landed.
A heritage brand rooted in Advent — but the range and the ambition go further. Wicklein needed an appearance that shows 1615 and still works in a modern snack aisle. Not only at Christmas.
A new brand style with moment ribbons, hey! as a line of its own at POS, Cinnamon Roll biscuit bar awarded. Feedback at the fair and in-store: the presence sits as if it had never looked any other way.
Nuremberg’s oldest gingerbread bakery
Brand relaunch at the fair
New Product Showcase, Cinnamon Roll
We’ve always had a good story. Now we finally have a brand that tells it.
Questions about this project
Why did Wicklein reposition its brand?
Wicklein has been Nuremberg’s oldest gingerbread bakery since 1615 and was firmly rooted in Advent, but its range and ambition go further. IDEENHAUS developed a presence that carries the origin all year and works in a modern snack aisle.
What did IDEENHAUS do for Wicklein?
Brand relaunch, corporate design, packaging design, range design, POS displays and the ISM trade-fair presence.
What came out of the relaunch?
A new brand style with moment ribbons and hey! as a line of its own at POS. The Cinnamon Roll biscuit bar took 3rd place in the New Product Showcase at ISM 2026.
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