Agency Life

In the latest issue of creativ verpacken, our Managing Director Nadine talks about how we took the traditional German brand “Sans Soucis”, with its 80 years of care expertise, into the future. You will find out how we defined the relevant core brand values and the strategic approach in order to then implement these in the new packaging design. This also included the development of a new word/image brand and a new slogan. The repositioning of “Sans Soucis” retained the existing values of the brand character and yet modernized them in a targeted manner. In this way, we have created a contemporary and memorable further development of the brand. You can read all about our approach and implementation in the November issue of creativ verpacken! And you can get an insight into our work here: https://khdesign.de/arbeiten/sans-soucis

As part of a relaunch, we have given the special SyNeo 5 antiperspirant with 5-day effect a new clean and modern look that perfectly showcases this innovative product and its long-term effect. Since 1995, Thomas Brunner Hygiene GmbH has been developing highly effective yet skin-friendly antiperspirants for which we have also developed a new communication concept in addition to the new packaging design. The new claim “Five days worry-free” emphasizes the reliable effect of the product and at the same time states its unbeatable USP. The front pages, which have now been reduced to the essentials, not only ensure a tidy, clear look, but also a greatly improved hierarchy of information. The men's range with a black lid and darker color scheme is now easier to distinguish from the unisex products and the product-defining number “5” is even more prominent. This ensures a target group-oriented approach and the clear recognition value of the products.

Knut Hartmann - founder, creative mind, designer, friend and father.
Since its foundation in 1977, Knut Hartmann has headed our agency for around 40 years and has always been regarded as a pioneer in brand, product and packaging design. khdesign was one of the first specialized brand and packaging design agencies in Germany. 

His strong will, his creativity, his visionary thinking but above all his love of design drove him throughout his life. His ingenuity and extraordinary personality are an inspiration - then as now. 



Knut Hartmann passed away peacefully surrounded by his family on 04.08.2020. Our thoughts are with him, his family and his friends.

We have gone small for Aldi Süd's own brand ROI DE TREFLE: The cheese minis in the “Brie”, “creamy mild” or “creamy spicy” varieties are individually wrapped, making them ideal for smaller households, on the go or for the office. Depending on the variety, the handy cheese portions are available as ovals in a 3-pack, as Brie tips in a 4-pack or as cubes in a practical net. A fresh and, above all, space-saving design solution that makes it easier to differentiate between varieties and positions the French cheese specialties in the usual appealing way was important.

The coronavirus pandemic is also presenting us with new challenges that we are facing in our day-to-day work. Fortunately, our flexibility and the use of digital tools allow us to work without restrictions, even though we have adapted the pace to these unusual times.

Whether working from home or not, (our) creativity fortunately knows no bounds and concepts are developed, strategies created and customer wishes implemented from wherever we are - currently only partly from home. This means that we are still fully available for our customers and (almost) everything is running as usual thanks to a digitalized world.

A fresh look for a whole lot of naturalness: for the launch of the “Melon & Moringa” skincare range from Dr. Scheller, we developed the visual and a clear packaging design for the new moisturizing cream and moisturizing fluid. Since 1986, Dr. Scheller has stood for innovative natural cosmetics with the highest standards, which is also reflected in the packaging design. The product had to fit seamlessly into the existing range and clearly communicate the product promises. You will soon find more about this work on our website!

In the course of a generational change, the handover of a life's work, there are usually a number of challenges for the successor: the balance between maintaining the tried and tested and at the same time developing something new. In the interview in the current issue of creativ verpacken, our managing directors Nadine and Max talk about precisely this, as we were also faced with such a generational change. After our founder Knut left the company, Nadine, Max and Lisa took over the management and thus also the responsibility for the reorientation of khdesign.