Laudatio
Winner
Excellence in Brand Strategy and Creation
Brand Design – Packaging
Details
Laudatio by Rossmann – completely redesigned: We redeveloped the private label from the concept idea to the final print data. The central design element is the light-flooded taste shot on the facing: it captures a moment of pure enjoyment. This appeals to the senses at the POS even before the first sip is taken and conveys warmth, joy, and trust – values that consumers particularly appreciate in their hectic everyday lives.
The Jury‘s Statement
Refreshing a coffee brand perceived as outdated requires more than a stylistic update. For Rossmann, M.I.L.K. developed "Laudatio" into a packaging system that precisely aligns the enjoyment image, colour coding and information architecture. The light-filled taste shot gives the brand emotional presence on shelf, while varieties remain clearly distinguishable and are reliably managed across formats and language versions. The result is a contemporary appearance that renews orientation and brand image at the same time.
