Winners profiles 2024
Purchasing decisions are made at the PoS in a fraction of a second, which means that brands, their values and quality promises must be understood by consumers just as quickly. The solution for the packaging relaunch of ALUFIX’s established premium products therefore involved focusing on the essentials. The interdisciplinary team from KTHE | Team Farner used strategic foresight to ensure this successful reduction and, with this solution, lives up to its own credo: to create a portfolio that is unique on the domestic market in terms of its breadth and depth.
Interview with KTHE Team Farner Group
Red Dot: What goals did ALUFIX set you for the packaging relaunch?
KTHE Team Farner Group: ALUFIX is one of the best-known and most respected Austrian brands with a long history and tradition. However, the packaging design was no longer up to date and did not reflect ALUFIX’s role as market leader and top brand in the region. The idea was to change this for the 60th anniversary of ALUFIX.
Maximum reduction as a statement – would you agree with such a headline?
Yes, certain elements – such as the characteristic red and the positioning of the logo – had already been unique and contributed to ALUFIX’s high recognition value. That’s why it was important to us to retain these core elements and reduce the design accordingly. On the one hand, we have created a modern and contemporary design, while on the other, ALUFIX remains clearly recognisable for the target group. In this way, we’ve also managed to achieve a certain degree of continuity, moving from tradition into the present.
The packaging is pleasantly tidy and clean, and the customer can recognise all the necessary information at a glance. Was this one of the stated aims?
The aim was to create a “talking packaging” that intuitively conveys the purpose of the product, even without describing it in words. At the same time, the new design offers countless customisation options for products, product lines and multilingualism.
Can a brand only afford such a focus on the essentials if it is already firmly anchored in the market?
In a visually driven world, it is important for all brands to communicate directly, clearly and authentically. ALUFIX’s 60-year history and tradition naturally helped – and enabled – this reduction to essential elements that are very familiar. The big advantage in the relaunch process, therefore, right from the start, was the already established, enormous recognition value of ALUFIX, paired with a clear positioning as a premium brand offering high quality.