What defines strong brands in economically challenging times? The 29th edition of the German Packaging Museum’s traditional event addressed this question on October 29 in Heidelberg. Inflation, consumer reluctance to spend, and smaller shopping baskets are changing consumer behavior and presenting established manufacturer brands with new challenges. Which categories are under particular pressure, where do opportunities arise, and what strategies can brands use to secure their relevance and emotional connection? The importance of packaging and brand design as defining elements of brand communication was also a key focus. In personal entrepreneurial presentations, four experienced brand leaders shared insights into their perspectives on current market developments, discussed challenges and success strategies, and demonstrated the role the brand plays in competing for consumer attention and trust. As in previous years, direct exchange took center stage. For decades, the German Packaging Museum's event has brought entrepreneurs together in Heidelberg.

A special program highlight was the announcement of the "Packaging of the Year" award, which this year was presented to the Klosterfrau Group for its Melissengeist. Moderated by Hans-Georg Böcher, Chairman of the Board of the Association of Friends of the German Packaging Museum (Förderverein Deutsches Verpackungs-Museum e.V.), Kirstin Buchmann, Vice President of the Retail Division Germany, accepted the award on behalf of the company.

“The jury is convinced of the quality and courage to continue the historic brand design of 'Klosterfrau Melissengeist',” explains Hans-Georg Böcher regarding the decision. “The slender glass bottle, reminiscent of the first vials, and the traditional labeling featuring the Prussian coat of arms have shaped the iconic brand since its very beginnings.” At most in nuances and under very careful guidance has the brand evolved, tracing back to the idea of a German Annunciate nun in the early 19th century. “Impressive is the enduring validity of the design language, which continues to be used without compromise. In recognition of its role as a 'classic' of international packaging design and in appreciation of the demonstrated courage for self-similarity, we present Klosterfrau Melissengeist with this year's 'Packaging of the Year' award after 200 years of design loyalty.”

Kirstin Buchmann is delighted with the special award: “Even in our anniversary year after 200 years, our Klosterfrau Melissengeist still enjoys an outstanding brand awareness of 81 percent among the population. This is no coincidence, but the result of uncompromising reliability and distinctive design. Especially in a present defined by permanent change and uncertainty, people look for reliable values. Strong heritage brands are indispensable points of orientation and anchors of trust in everyday life during such phases – they provide security through continuity, form, and quality. This is particularly true in areas as vital as health. The iconic Klosterfrau Blue is even perceived by customers as an anchor for the entire health category on the shelf and helps with orientation in a fragmented and complex category.”

About the "Packaging of the Year" Award

It is about the big picture: The best packaging idea remains ineffective if the brand is not managed solidly. And no consumer brand succeeds if no one can find it on the shelf. That is why the German Packaging Museum established the "Packaging of the Year" award in 2009, which connects both aspects and evaluates them as an overall achievement. If the "pas de deux" of packaging and brand is skillfully choreographed over longer periods, a classic emerges that the German Packaging Museum presents to the public as a cultural asset. The award has been presented as part of the German Packaging Dialogue since 2009.

About the Klosterfrau Group

The Klosterfrau Group originated from the company founded in Cologne in 1826 by the nun Maria Clementine Martin. Today, the Klosterfrau Group serves as the umbrella organization for companies in the fields of Consumer Healthcare, Medical, Contract Manufacturing, and Cosmetics. Central services such as finance, controlling, human resources, IT, and many more are located at the founding site and headquarters in Cologne. Tradition and innovation shape the culture of the Klosterfrau Group and provide a valuable foundation for a successful future. With around 1,500 employees across 11 locations in Europe, the Klosterfrau Group is a driving force in the healthcare industry.