Glow up with power animals
After seven successful years on the market and a clear specialization in cold-pressed shots, Kraftling is launching a rebranding that reflects the brand’s identity: powerful, intense, uncompromisingly functional. Studio Oeding developed a new logo, a unique typology and a self-confident packaging design with graphically staged power animals for the brand’s glow-up. The new corporate design translates the intense aromas and effects of the shots into a highly recognizable visual identity.
Over the past two years, the Cologne-based company Kraftling has established itself as a leading supplier of functional shots in the German food retail sector. The products from the chiller cabinet are known for their natural formulation and targeted effectiveness. The new corporate design brings Kraftling’s values – empowerment, convenience and intensity – to life for customers on the supermarket shelf. A self-confident color concept, expressive illustrations of power animals that radiate intense energy and functional packaging such as the weekly ration with 6 shots (360ml) in a striking hip flask design strengthen the identity of the Kraftling brand.
The rebranding sums up the essence of the brand: the balance between intense flavor, individual well-being and effortless integration into an active everyday life. The focus is on graphic power animals such as the lion, dragon and rhinoceros as symbols of impact, energy and individual strength. The elephant on the orange curcuma shot embodies wisdom and self-confidence. The hippopotamus on the berry mix shot stands for emotional clarity and grounding, while the panda on the strawberry prebiotic shot symbolizes calm and health.
The motifs of strength and balance are also reflected in the new typology and logo. With a balance of angular and round elements, the logo and typeface appeal to both male and female customers. A special detail: A stylized drop is integrated into the upper arch of the A – a reminiscence of the earlier drop-shaped logo.
