Cup pudding pack design
Convenience meets Emotion
It all began in 2003, when we were asked to develop the design for ‘Süßer Moment’, the first warm cup pudding. The launch was extremely successful and the convenience concept reflected the spirit of the times: enjoyment quickly, easily, everywhere.
A journey through time from 2003 to 2012 using the vanilla variety as an example: in 2005, after three years, we optimised the appearance and appetite. The preparation ‘simply stir into hot water’ took on a new significance (although it had long been learnt) because the product variant ‘with milk’ was introduced in 2006.
Nine years after the launch, a new impulse was needed.
In 2012, we developed the relaunch and the Sweet Moment became ‘My Moment’.
The new name and the new warmer colour profile already give an indication of the changing times and the longing for emotionality and closeness. This pack design generated sales for six years (until 2018).
Dr Oetker contributed the wonderful name ‘Seelenwärmer’ (Soul Warmer) to the development of the 2018 relaunch and we understood this as a guiding principle and were able to develop an appropriate packaging appearance for the line. After fifteen years, the quick cup from 2003 became a contemporary ‘cup to go’. The individual realisation of the typography, the expression of the packaging texts and the warm, welcoming appearance create an emotional added value.
The latest generation of mug puddings is certainly just as practical as it was in 2003, but much more emotional.
The ‘Seelenwärmer’ tells of the soul of the product:
cosiness, a feeling of home or happiness - enjoy warm pudding, just like when you were a child.
Emotions @home & to go.
As part of an optimisation of the product range architecture, we expanded the Seelenwärmer range in 2020, adapting the look of the cup cream pudding in a differentiated way to the Seelenwärmer family cream pudding (formerly ‘Garant’) and the Seelenwärmer gourmet cream pudding (formerly ‘Chocolateria’).