Energy - Model Holding AG

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DONKEY DESIGN Deluxe packaging The Donkey Design agency specializes in packaging design for all types of cosmetic products. This includes repackaging and graphics as well as designing forms for receptacles and flacons. The goal is to develop creative, holistic concepts for each design task that fulfil the requirements of the brand and its environment and give the product the best possible appearance. Ms Brandt, what fascinates you about luxury packaging, and when do you regard it as a success? What particularly appeals to me about luxury packaging is the challenge of turning unpacking into an experience, when opening the outer wrapping reveals an inner life that, in turn, is another stage on the path of discovery that leads to innermost element, the product itself. In my opinion, all successful luxury good packaging uses means that give the surface a beautifully refined finish, such as hot foil stamping, surface contrasts such as matt finish and glossy varnish, lustre and metallic effects, blind stamps and interesting colour combinations. Depending on the choice, the resultant packaging can be either opulent, or simple and puristic. This depends entirely on the brand image. The design should be individual and its appearance should, as far as possible, be unmistakable. For me it is always important to exploit the technical possibilities of production to the full, to use high-quality surface refinements to add an extra dimension to the graphics and colouring. You helped to design several cosmetic packagings with Model Kramp. What is the focus of this collaboration? I like working with Model Kramp a lot. For instance, we developed the women’s fragrance Boss Intense and Twin Duft for Marc O’Polo in common. Together we were able to develop a very nice promotional product for Luxe Pack 2005. I like the fresh commitment, the enthusiasm for finding solutions to even very complex challenges and the professional approach to work. The consumer sees «only» the beautiful packaging, which unfortunately all too often ends up in the wastepaper basket. Despite this, the market still places a huge premium on successful packaging. How do you explain this? In the market place, the packaging is the consumer’s first contact with the product. This packaging must awaken desire. In the luxury good segment in particular, desire is an essential ingredient in motivating people to buy. How do you test market acceptance of a new product? Our clients often commission tests and surveys from market research institutes. If they ask us to do so, we also take charge of the arrangements. Before we present our designs to our clients, we discuss possible associations and immediate messages internally in the agency with various colleagues, some involved in the project, others not. Have you detected any new trends at Luxe Pack? The great thing about Luxe Pack is, I think, the enormous variety of products and, hence, the range of extremely diverse types of product images; these cannot be reduced to a single trend. All in all, though, it seems to me that there is again a greater preference for matt structured cardboard. Why do you as designer take part in Luxe Pack? Luxe Pack gives a very concentrated impression of new market developments in diverse fields. There is always the chance that the exhibitors and their new developments, whether printing, paper, plastic or glass, will provide fresh impetus and stimulation for your own creative processes. Furthermore, beautiful design is one thing, but I realize time and again how important it is to be informed about new technical possibilities in production so as to take them into account when realizing one’s own designs. In the end, this is what you need to bring a really successful product that is perfect down to the smallest detail to market. The Model Kramp/Model PrimePac stand presented a good overview of achievements and developments. How do you go about producing a new design? First, it is important to be properly informed about the brand you are creating the design for and its background. Another important aspect you have to take into account is what distinguishes the brand from the competition. And then there is the individual product concept that provides the framework in which you can express your own creativity. In the course of this analysis associations and ideas often seem to suggest themselves. If it so happens that I can’t immediately visualize a solution, it helps to take a look at completely unrelated fields, e.g. publications, stage designs and artworks that give fresh impetus and stimulate the creative process. Do you have «less creative» phases? Where do you find the energy to recharge your batteries? Some tasks are not immediately accessible, as though the possibility of giving expression to them were under wraps. What usually helps in such cases is intensive analysis of the topic, lateral thinking, brainstorming with colleagues and research in other fields. Personally, I find new energy in exercise, dancing and sport, in reading good books, watching well-made films and looking at art. This usually puts me in the right frame of mind for the very private process of creativity. 8
CONFISERIE SPRÜNGLI Sweetness and seduction Founded in 1836, Confiserie Sprüngli is one of Switzerland’s most important confectionery companies – and it is currently managed by the sixth generation of the family. Interview with Ester Crameri, Key Account Manager with Confiserie Sprüngli How do you account the success of Sprüngli? The Sprüngli family is known for its pioneering, visionary spirit. They won’t take no for an answer: instead they look for solutions. So it’s fair to say that we’re generally a step ahead of the times. But now and then you need a stroke of luck. We had one with our original building on the Paradeplatz. As confectioners, it would be utterly impossible for us to lease a property on the exclusive Paradeplatz today. Mr Sprüngli bought the property back in the year dot, speculating that Zurich’s Central Station would be built on the Paradeplatz. And as everybody knows, the station was built on its present site, the Fröschengraben was pulled down – and the result was the world-famous Bahnhofstrasse. How do you make sure that your products always meet market requirements? All our products have one thing in common: they stand for quality and absolute freshness. Our supreme guiding principle is to manufacture innovative products that are in tune with the times, and thus to set enduring trends. We make particular efforts to ensure that our product range reflects seasonal factors. Cinnamon almonds are only available during the Christmas period, for example – and you won’t find mandarin Luxemburgerli on display in summer. This, and their quality and lightness make Luxemburgerli never degenerate into the «norm». Where a healthy diet is concerned, we consult our nutritional adviser. She gives us the benefit or her dietary awareness expertise, and draws our attention to emerging trends. The results of this are most evident in our take-away range. In addition to our traditional fresh-fruit muesli, for example, which is made with cream, we now also produce a high-fibre version called Faserino, which isn’t made with cream. We also produce all sorts of salad dishes and fresh fruit juices. And we keep a close eye on the international market. As packaging manufacturers it’s our job to present your products as well as package them. What is most important to you about packaging? Packaging must be appealing. And it must be possible to close a package again once it’s been opened. But above all it must reflect the perceived value of the product. Loyalty to our suppliers is very important to us. We use suppliers in Switzerland wherever possible. Naturally it suits us if we can obtain both primary and secondary packaging from a single supplier – like Model, for example. We have a particular affinity with the Model company because we are both traditional family companies. This year Sprüngli and Baur au Lac wines are offering joint gift packages under the slogan «two traditional companies come together». It was quite a challenge to combine a really highquality chocolate box with a flexoprinted package, especially as it also had to stand up to being sent through the mail. All our packages must generate the WOW effect. We are convinced that the customer is willing to pay slightly more for goods in topclass, exclusive packaging. How do you make sure products reach sales outlets – both in Switzerland and abroad – without loss of quality? If it weren’t for SAP, we simply couldn’t do it. We have our own drivers who carry out two or three trips a day, supplying our branches in Switzerland with fresh products. New distribution routes are drawn up every day for individual transportation. As for mailing, we have set up a special office with the expertise necessary to handle both domestic and foreign business. Our staff and drivers have many years’ experience, and they take no less care when handling our packages than the confectioners when creating their precious contents. This is the only way to ensure that products are delivered in perfect condition. There are not many family companies left. How does this family spirit affect employees? This family company is characterised by a flat hierarchy, and thus by short, direct communication channels and decision-making paths. Another important feature is that since the proprietors are themselves active in the business, they pass on their values and the family spirit to employees personally. They are living examples to the rest of us of commitment and passion for the products. We ask a lot of our employees, but we also offer a lot in return. All staff attend a 4-day induction seminar that introduces them to our production processes – and also to our proprietors and senior managers. Training courses are held to familiarise staff with new products. We want our employees to know our product range like the back of their hand, whether they work in telephone sales or behind the counter. Where on earth do you get the energy to keep on creating new chocolate delights? It is very important to us to conduct an international dialogue with like-minded businesses. Our confectioners, for example, regularly visit their opposite numbers in Switzerland and abroad – who then pay us return visits. Luxemburgerli, for example – as the name suggests – were originally brought to Switzerland by a confectioner from Luxembourg. We test-marketed these foreign-tasting macaroon biscuits – and they sold well, like hot cakes. Today our product range would be unthinkable without them. Do you, as a confectionery company, have any influence on the trend towards darker chocolate? We put all our energy and expertise into setting new trends, inspired by the most diverse people and practices. Sometimes we just play our hunches. The extraordinary combination of chocolate and wine, for example, is an idea whose time seems to have come. We have exploited it to turn a number of VIP events into unparalleled gourmet occasions. But the most important constant factor is our love of the products that we make for our customers, fresh every day – with energy, creativity and dedicated craftsmanship. 9
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Energy - Model Holding AG

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