October 2010 | Case study about the creation of a new retail brand for the Chinese market based on renowned German brands such as Auerhahn, Schott Zwiesel and Kahla.

The Mint - umbrella brand for German premium products

Brand development and POS design

Creation of a new brand identity

Our long-standing customer Fissler China wanted to expand its already established product portfolio by introducing high-quality tableware and introduce renowned German brands to the Chinese market. An umbrella brand was to be developed for the new product families.

Design process

‍Togetherwith Fissler China, we developed the umbrella brand for different European brands of tableware to present them side by side in the same shop-in-shop environment with Fissler products. WILDDESIGN created a new brand identity with a bilingual slogan. For the market launch, we developed a series of cards that showed high-quality European tableware tailored to the Chinese consumer.

Design result

‍Today, The Mint plays a major role in Fissler China's market presence. The brand identity created allows the European sub-brands to be independent and at the same time links them to the strongest Fissler brand.