From the Talenthouse brief:
Mövenpick is a historic Swiss Brand founded in 1948 by Ueli Prager. A true Swiss pioneer in gastronomy and the hotel business. The Swiss heritage represents their sense of perfection, reliability and trustfulness. The brand is seen as authentic, real and exclusive without being distant. Mövenpick is a brand for quality seeking connoisseurs, who want to show appreciation for themselves and others. Mövenpick’s vision has remained the same as its founder has once put it:
“We don‘t do anything special, we are only successful because we do ordinary things in an extraordinary way."
The tonality of Mövenpick is upscale without being cool or distant. There should be a feeling of perfection but also passion and attention to detail. They want to paint a picture that resonates their Swiss origins, the quality of their ingredients but at the same time show the truly indulgent side of their future consumers.
I opted for a minimal approach involving detailed, hand-drawn, pen and ink illustrations that communicate warmth and a homemade authenticity. The contrast between the simple shapes and the intricate black-and-white drawings coupled with the striking and bold colors form an eye-catching combination that stands out on the shelf among competitors such as Coca Cola and Fanta. Overall, the visual language is light and friendly without losing elegance and boldness, thus being a premium packaged product with presence on every shelf.