EnglishWhat “best practice” means to us.
Because we're constantly developing new ideas for each new product, a good packaging concept never means the same thing twice. Before designing your product’s packaging, we make every effort to understand just what that product represents. We consider the project from every angle: Our understanding of your product, its special features, what sets it apart from the competition, potential distribution channels and point-of-sale presentation.
Success in a porcelain shop.
Porcelain for the senses – that's what it’s all about for our customer Kahla. Fresh ideas, good design and top quality go hand in hand here.
In 2003, we put a new spin on the old "cup and saucer" theme. The Kahla cup doesn’t sit neatly centred on its saucer but rather off-centre on the rim.
The brief was simple: Present our design.
Kahla's marketing representatives knew: If customers really saw the new cup, it would be love at first sight and they would buy it for themselves or to give to others. This positioning as a gift object meant that the only solution was a high end, clear packaging solution.
It was immediately clear to our account representatives that the packaging for this product had to showcase this cup as a true non-conformist. Our idea: "never mind the saucer, let the cup do the flying". This was the only way that customers could really experience the design and colours and the only way to highlight the new relationship between cup and saucer.
The best ideas are always the simplest: the flying cup.
Our concept for the Kahla flying cup is functional and easy to assemble. It consists of two elements: a cube-shaped transparent folding carton (Klarfaltbox®) plus a crossbar with form-fitting punch-outs. The crossbar is held in place by the corners of the box.
This design supports the shelf impact and value perception of our customer’s product at the point of sale. The packaging doesn’t obscure the cup and saucer but rather enables both elements to be visible from nearly every angle.
Designs with distinction.
Not only the product, but also the product in combination with the packaging has been honoured with international design awards. It was especially gratifying to know that our customer was so inspired by our packaging solution from the outset that it nominated the Kahla flying cup for the German Packaging Award, for which Seufert and Kahla were both honoured in 2003. This was followed by another award at the World Packaging Organisation’s 2003 Worldstar Packaging Awards.
When the customer extended its line with cups for different beverages based on the same design concept, the successful packaging idea was adapted to the new format and contributes to the brand recognition of Kahla at the point of sale.
The account representatives and the designers at seufert.com look forward to working on equally successful projects with new customers and new products.
