Cool but cute

The Walter confectionery brand was established in 1915 and remained a family-owned business up until the 1970s. In 2018, the Berlin company was taken over by siblings Caroline and Philipp Thiedig.

As part of a brand strategy refresh, the Thiedigs commissioned designer Martina Miocevic of Mainz-based studio Mathilda Mutant to develop a new identity and packaging design for the company.

The resulting project is full of humour, from the redrawn bear logo to the punning names of the confectionery – Marzahnipan, for example, references the Marzahn district of Berlin.

Miocevic says that during an early project meeting to discuss the redesign at the Walter factory, they unearthed a sticker from the 1970s that featured the Walter bear snacking on some of the produce. Seated and reimagined in silhouette, the charming character now adorns the new packaging.

According to Miocevic, the bear motif will continue to be used in a variety of different settings across Walter’s seasonal packaging. For example at Easter, he sports rabbit ears. The sense of fun is accentuated by the pastel colours and bold type Miocevic chose for the new packaging for Walter’s range of chocolates, marzipan and nougat.