Bold & Bright
Creative direction:
Jonas Meyer
Brand strategy:
Jonas Meyer & Fred Funk
Photography:
Maximilian König
Lead agency:
Aufsiemitgebrüll
Art direction:
Marie Parakenings
In the summer of 2023, I had the great pleasure of working with the agency Aufsiemitgebrüll and photographer Maximilian König to brand Germany’s north-easternmost winery — run by Christoph Kühne-Hellmessen and his family on the beautiful island of Usedom.
Bold & Bright
Creative direction:
Jonas Meyer
Brand strategy:
Jonas Meyer & Fred Funk
Photography:
Maximilian König
Lead agency:
Aufsiemitgebrüll
Art direction:
Marie Parakenings
In the summer of 2023, I had the great pleasure of working with the agency Aufsiemitgebrüll and photographer Maximilian König to brand Germany’s north-easternmost winery — run by Christoph Kühne-Hellmessen and his family on the beautiful island of Usedom.
In the first step, we developed the strategic foundations such as brand promise, value framework, vision and mission in a two-day workshop on site — over white wine and grilled trout. We also worked on a pricing strategy for distributors and end customers and formulated initial naming approaches — not only for the winery itself, but also for the first wine of the Kühne-Hellmessen family.
Incidentally, this is also the very first wine from Usedom: a “Gemischter Satz” made from the seven grape varieties Sauvignac, Muscaris, Solaris, Rinot, Ravel blanc, Soreli and Fleurtai. These are also known as future grape varieties, as they are particularly resistant to fungal attack and changes in growing conditions as a result of climate change.
In the first step, we developed the strategic foundations such as brand promise, value framework, vision and mission in a two-day workshop on site — over white wine and grilled trout. We also worked on a pricing strategy for distributors and end customers and formulated initial naming approaches — not only for the winery itself, but also for the first wine of the Kühne-Hellmessen family.
Incidentally, this is also the very first wine from Usedom: a “Gemischter Satz” made from the seven grape varieties Sauvignac, Muscaris, Solaris, Rinot, Ravel blanc, Soreli and Fleurtai. These are also known as future grape varieties, as they are particularly resistant to fungal attack and changes in growing conditions as a result of climate change.
In the second step, we developed various routes for the new image of the young “Weingut Welzin” (“Welzin Winery”) in a five-person design team and created various versions for the label of the Gemischter Satz, which we jointly named “Kühn & Hell” (“Bold & Bright”).
At the end of the process, the winning design was one that was inspired in a special way by the Kühne-Hellmessens‘ approachability, pragmatism and craftsmanship — and also by the bright blue sky over Usedom. It is not for nothing that the island is considered one of the sunniest regions in Germany.
In the second step, we developed various routes for the new image of the young “Weingut Welzin” (“Welzin Winery”) in a five-person design team and created various versions for the label of the Gemischter Satz, which we jointly named “Kühn & Hell” (“Bold & Bright”).
At the end of the process, the winning design was one that was inspired in a special way by the Kühne-Hellmessens‘ approachability, pragmatism and craftsmanship — and also by the bright blue sky over Usedom. It is not for nothing that the island is considered one of the sunniest regions in Germany.
To complete the new corporate design, in the third step we worked with photographer Maximilian König to develop an image concept to match the brand and then had him accompany the Kühne-Hellmessen family with his camera for a day.
To complete the new corporate design, in the third step we worked with photographer Maximilian König to develop an image concept to match the brand and then had him accompany the Kühne-Hellmessen family with his camera for a day.
In the fourth and final step, we wrote and designed a one-page website, created a small design toolbox with all the assets required for brand communication, designed some advertising materials and shone like the sun over Usedom in July 2024 when the first box of “Hühn & Hell” arrived at our office. Cheers!
In the fourth and final step, we wrote and designed a one-page website, created a small design toolbox with all the assets required for brand communication, designed some advertising materials and shone like the sun over Usedom in July 2024 when the first box of “Hühn & Hell” arrived at our office. Cheers!
