A Hamburg icon reinvents itself: HELBING Kümmel now presents itself in a new design

With the new outfit, the Hanseatic family-owned company BORCO-MARKEN-IMPORT, brand owner of HELBING Kümmel since 1974, continues its course of strengthening and further developing its own brands. "Combining such a traditional and iconic brand as HELBING Kümmel with contemporary elements and strengthening it for the future requires caution. With the new design, we have succeeded in retaining the unmistakable core of the brand and at the same time freshening it up. We have a lot of plans for HELBING Kümmel beyond the borders of Hamburg and I am pleased that we can set the right course for this with the new design and the "That's the way it should be" campaign," Markus Kohrs-Lichte, BORCO CEO and Chairman of the Management Board, is pleased with the relaunch.

The design in detail
In order to give the bottle a more modern appearance, the area of the front label has been adapted. Its shape now allows more space for the green bottle of HELBING Kümmel and makes the design appear more reduced. Instead, the eye will in future be drawn to the brand name, which adorns the bottle in a larger size than before. The reduced look with carefully chosen highlights is underlined by the omission of the golden bottle neck label.

The overall image is rounded off by the adjustment of the green color of the label, which now shines in a cooler tone than before. The hue provides a more intense contrast to the green HELBING bottle, making the brand stand out on the shelf and giving it a more open character that fits wonderfully with Hamburg's cosmopolitanism. In addition, the cooler green is intended to allude to the stylish enjoyment of HELBING Kümmel - iced straight from the icebox.

In future, more space will be given to Hamburg's famous water carrier Hans Hummel, who not only adorns the front of the bottle in relief, but also replaces the "Over 180 years" element of the front label in stylized form. To underline the traditional and family character, the design continues to rely on a revised wax seal with the HELBING founding date as well as the signature of the founder Heinrich Helbing. The contemporary brand presence is rounded off by a reduced text on the front of the bottle.

"That's the way it should be"
The design relaunch is accompanied by the "Das gehört sich so" communication campaign, which was successfully launched last year with revised motifs at the POS and in social networks and will be continued this year. Central to the new brand orientation are not only the graphic, modern-looking elements, but also the claim "Das gehört sich so" ("That's the way it should be"). The claim plays on the character of Hamburg. The gateway to the world, which has always stood for refinement. Hamburgers call it decency, and that is precisely why HELBING Kümmel is the favorite drink of Hamburgers. In a world that seems to be getting coarser and coarser, HELBING Kümmel reminds us of our fine side and stands up for this attitude.

The Hamburg agency GWW is responsible for the conception and implementation of the campaign.