HOW DO BREATHE LIFE

INTO AN OLD PICKLE?

Hugo Reitzel is proud to be the last pickle maker in Switzerland. They advertise themselves as a contemporary brand of heritage that doesn't take itself too seriously. Their branding and packaging however told a different story: dated, stern and limited. The challenge was to create a playful yet premium brand, that is also contemporary while celebrating its heritage. It needed to be flexible to work across their entire portfolio which is segmented into retail, professional (HoReCa) and future innovation products.