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2 min minutes
News

Cool but cute

Studio Mathilda Mutant’s identity and packaging design for the Berlin-based Walter Confiserie brings the 107 year-old brand right up to date
Graphic designIllustrationPackaging

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.

Papers:
Woodstock Verde
Tintoretto Ceylon Anice
Sirio Pearl Gold
Tintoretto Cubeba
Woodstock Pistacchio

Photography: Elisa Biscotti, Studio Biscotti

Designstudio Mathilda Mutant® Instagram

walter-confiserie.de

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Sirio is a line of natural papers and cardboard with highly lightfast pigments. For packaging; for prints: Sirio Pearl, Sirio Pearl Blend and Sirio Pearl Mèrida.

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