Pink is a must for the wafer!

You could call Dillingen on the Danube the capital of the Wetzel wafer in Germany. Wetzel is a true original: as the only producer of original Karlsbad wafers in Germany, the brand combines craft, recipe and a special story. (Spoiler: here, too, a woman led the way.)

On the shelf, where every second counts, pink is Wetzel’s “finest” secret weapon – it stands out in the confectionery aisle in all its pinkness. But because pink wasn’t used consistently across the brand, that’s where we started – and brought blue along too.

Now pink is the clear brand colour, supported by blue. Logo and pack are now in harmony. The finest pink colour code, linking shelf and communication.

The freshly baked look gives Wetzel clarity on the shelf and in communication. New products can be integrated without diluting the brand core. What comes next remains a sweet secret.