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Following the successful relaunch of the classic Chantré Weinbrand and the new product launch of Chantré Crème, echd has now also successfully revamped Chantré Cuvée Rouge, the third product in the range. With a gentle facelift and a slight modernization of all elements, the fruity spirit presents itself more elegantly than ever before. Chantré Cuvée Rouge not only rounds off the brand portfolio in terms of taste, but the three products now also fit together perfectly visually. Chantré Cuvée Rouge is distilled from 100 percent red wine and harmoniously combines the typical softness of Chantré with the full, fruity taste of selected red grapes. Soft like brandy - fruity like red wine: Chantré Rouge is the ideal spirit for aromatic long drinks and sparkling aperitif recipes.

For the relaunch of Chantré Weinbrand and the product launch of Chantré Crème, echd received the prestigious German Design Award just this year.

Let’s talk about Bahlsen. Just a few days ago, the brand announced it would walk back its 2021 redesign and return to a more traditional look. And suddenly, many pointed fingers at the packaging as the reason for disappointing sales. But I don’t think it’s that simple. In fact, I personally thought the 2021 rebrand by Auge Design was excellent – bold, elegant, and refreshingly modern. Yes, it probably alienated some long-time customers who associated the brand with tradition and nostalgia.
But I highly doubt the design alone was the cause of declining sales.

So what is?
In my opinion, the real issue lies in the product itself. Decades ago, Bahlsen’s cakes and biscuits felt convenient, fairly priced, and tasty. But consumer expectations have shifted dramatically – especially in the age of social media.We now live in a world of gooey New York-style cookies, flaky pistachio croissants, and handmade cinnamon buns from Zeit für Brot. In that environment, Bahlsen’s ready-made cake slices feel outdated – no matter how good the packaging looks.

And that brings me to the new 2025 look:
I’m not here to tear it down. The design is technically well executed, and I’m sure the team behind it did a great job. But no redesign – no matter how polished – can make a product feel relevant if the product itself hasn’t evolved.

At some point, we need to ask the harder question:

👉 Is the product still right for the time?