Winterwerkschau 2023: Projects

Project information

submitted by
Masihne Patricia Rasuli

Co-Authors
Luisa Bringmann, Anna Buhler, Meiqi Cao, Annika Daub, Calum MacDubberke, Kristine Lauron, Pia Seufert, Licheng Zhang

Mentors
M.A. Masihne Rasuli

Faculty:
Art and Design

Degree programme:
Visual Communication (Bachelor of Arts (B.A.)),
Visual Communication (Master of Arts (M.A.))

Type of project presentation
Exhibition

Project description

Born mustard, Milka chocolate, Vita-Cola – we have a special relationship with food brands. This goes beyond the emotional experience of eating and savouring. We are also attracted to certain brands on a visual level, and the appearance of traditional brands in particular is often an integral part of our visual and material memory.

However, some brand identities are outdated, too mainstream or – as is often the case with small, local businesses – have never been consistently developed. In the 'Reborn' elective, students worked intensively on the process of redesigning food brands. They began by researching the brand and visual history of a food brand of their choice. Using the Golden Circle method, the brand identity was precisely defined. On this basis, they developed a brand repositioning and implemented a brand redesign. The main focus was on the logo and packaging design. The redesigns were then professionally staged in a workshop at the Bauhaus Universität's photo workshop. In the final part of the course, the students created mini-reels to present the brand relaunch on social media.

Bon appétit!