ECKES Brand Relaunch
Winner
Excellence in Brand Strategy and Creation
Brand Design – Product Brand
Credits
Agency / Design
Details
The brand relaunch marks the repositioning of ECKES Liqueurs: moving away from the one-dimensional perception as a cherry liqueur toward a clearly positioned drink range for new, younger audiences – without losing loyal consumers. With “Magic of everyday life,” the brand is regaining relevance by creating sensual moments of enjoyment in everyday life and translating this brand essence into a holistic brand experience – from modern design and inspiring imagery to targeted limited editions and an integrated communication mix of creator collaborations, events, PR, and social media.
The Jury‘s Statement
Moving beyond a perception narrowly reduced to cherry liqueur, ECKES reunites the brand as a contemporary drink range. The positioning around everyday moments of enjoyment remains rooted in its heritage while opening access to new target groups. In the product appearance, the differentiated colour palette creates orientation across the range without abandoning the iconic bottle. The fact that communication, limited editions and activation consistently continue this line makes the repositioning plausible and measurable in the market.
