Brand relaunch & brand management Wicklein
Celebrate
every moment.
How Wicklein turned a range that had grown over decades into a brand with one single idea strong enough to carry it. A promise that holds across every line, every format and every month of the year.
The range grows. The brand no longer carries it.
Now what?
Every new line, every new format, every new occasion promises growth — and costs clarity. At some point the shelf is full and nobody can say in one sentence what the brand stands for. Then it is no longer the brand carrying the range, it is the price. Wicklein shows how one single brand idea holds variety together instead of merely administering it.
Is your range growing faster than your brand?
Book a conversationOne idea.
Holding it all together.
We did not reinvent Wicklein. We took it back to the one core it had always been selling: the moment you take for yourself. Every design element follows from that core — the mark, the bow, the ribbon. A range became an offer.
Celebrating as the core of the brand
- “Celebrate every moment” as the central brand idea
- Holds for every line, every format, every price tier
- The range grows, the contour stays
A careful evolution of the logo
- Logo evolved self-similarly
- Quicker to read on the shelf
- 1615 as substance, not as decor
The bow as the celebrating core element
- The act of celebrating as a visual mark
- The colour changes per product line
- A celebrating code, visible belonging
The moment ribbon tells the stories of celebrating together
- Runs along the bottom edge of every pack
- Small scenes celebrate the moment
- A product becomes an occasion
„We’ve always had a good story. Now we finally have a brand that tells it.“
Julia DobrechtMarketing Manager Brand & Communication, Wicklein„On the shelf, the brand has to make an immediate impact. Even without knowing its history, I need to be able to sense everything that defines the brand just from the packaging.“
Marcel OlekCreative Direction Branding, IDEENHAUSA system
you can see.
From packaging through the range to the display in-store: every line has its own presence and stays a recognisable part of the same brand.
- AI-generated
- AI-generated
One brand, many packs.
Offset, flexo, gravure and other processes come into play depending on the pack. Each process behaves differently with colour, contrast and detail. Our expertise and tight control along the whole production path give Wicklein the certainty that the brand looks the same on every pack and in every printing process.
Let’s talk about your packaging line.
Book a conversation- AI-generated
AI-generated
Nuremberg’s oldest gingerbread bakery
Brand relaunch at the fair
New Product Showcase, Cinnamon Roll
Contact
Let us make your brand
strong enough to carry it.
A core that carries variety
Wicklein shows it: a precise brand idea makes range extension possible instead of punishing it.
A system that grows with you
Bow, colour coding and moment ribbon form a set of rules. New lines fit in instead of being reinvented.
Visible success in the market
Relaunched for ISM 2026, awarded in the New Product Showcase, confirmed by retail and the fair.
Sabine KropfManaging Director
Maximilian KratzerHead of Growth
Nuremberg and Munich