Turning Good Into Extraordinary.
Gepp’s – Die Saucenmacher
If sauces are the cherries on top of a dish, what does that make the sauce makers? Guided by this question, we developed a comprehensive rebranding concept for the gourmet brand Gepp’s.
With this repositioning, Gepp’s is taking the next step in honing their brand: in its 25 stores all across Germany, the company sells oils, vinegars and spices as well as their own gourmet sauces. The range and the brand had the potential to stand out even more strongly from the competition and to send a clear message. So the first job was to define Gepp’s special features in order to use these as the foundations for the rebranding. The aim? To make the gourmet aspect clear for everyone to see!
The focal points for the branding experts at Schwitzke ID were founders Roja and Alexander Gepp. As the brand’s namesakes, their personality, their love of food and their craftsmanship were to be highlighted further. Instead of focusing on the selected oils, vinegars and spices as was previously the case, their sauces – made in-house to their own recipes – were defined as the core range with the founders in order to create the necessary USP on the market. The new brand core ‘Gepp’s – the sauce makers’ was born, together with the promise of making good food into something special; with homemade sauces that give any dish that final finishing touch.
Brand Analysis & Strategy Workshop
Concept Packaging Design
An inviting experience that celebrates good taste and the joy of cooking.
The fresh, carefully selected ingredients in Gepp’s sauces and the founders’ honest and down-to-earth characters formed the basis of the designers’ new design principles of clarity, naturalness and personality. Translated into a visual language, this especially means reducing things down to a minimum: the circular logo has now been reduced to the brand name without any further decorative elements. The color palette concentrates on a few muted tones such as sage green, black and white with highlight colors inspired by nature that are used over large areas for a calming effect. As well as the corporate design, Schwitzke ID also developed a new packaging design concept that gives the products a clear information hierarchy and color coding for a high-quality look and clear orientation within the range.
The newly developed design identity was the basis for the new store design that focuses the product experience and the brand. As the new core products, the sauces form the heart of the store, and are prominently presented in the middle of the room, framed by optical parentheses in wood. As a nod to the sauciers’ kitchen, a modern interpretation of a kitchen counter becomes a tasting table where visitors can try and experience the flavors of all sauces. Thanks to the newly developed store branding, the sauce makers’ brand is clearly communicated via messages on the façade and in store.