Cologne's chocolate side: Exposing the essence of the brand

On the occasion of the 30th anniversary of the Schokoladenmuseum brand, Superblau used the sensory potential of this unique tourist attraction in Cologne and gave the inform brand's key visual a convincing refresh. The aim was to offer a lasting and chocolaty experience at every point of contact with the customer and thus achieve stronger customer loyalty and better recognition through a key visual.

German: Part of the key visual project at the Chocolate Museum in Cologne: the info flyer. english: Part of the key visual project at the Chocolate Museum Cologne: the info flyer.

Both in the redesign of our packaging and in our key visual, Superblau's approach convinced us. In joint workshops we were able to reach decisions quickly, Superblau's creative performance exceeded our expectations.

The Problem

How can we express the brand values more clearly and make the brand more visible in competition with tourism providers?

The Solution

In joint exploration workshops, two routes were defined for the brand concept, which was realized in close iteration and realized using user tests.

The challenge

Take into account the great diversity within the brand

The Chocolate Museum stands for chocolate. But also for much more: It is a landmark of the city of Cologne, it has an educational mission, is the first climate-neutral museum to be strongly committed to sustainability and offers its visitors a wide range of entertainment.

The biggest challenge was to express this diversity in the brand identity, represented by the key visual, while at the same time ensuring a pointed and strong brand communication.

In order to explore the possibilities of further developing the brand identity, we first used the most important means of communication besides the website. The brochure, published in three languages, plays an essential role in the marketing strategy and underlines the essential role of physical touchpoints and should serve as an initial project for the new brand concept.

The approach

Uncovering the treasures of the brand together

In close cooperation with the customer, we redesigned the brand experience. We conducted field research in the museum to get a clear perspective on the status quo and to moderate innovation processes.

During our work, we recognized the potential to refine branding and also make it accessible to a younger audience. Our collaborative approach encouraged transparent exchange and ensured continuous and incremental development throughout the project lifecycle.

In order to explore the possibilities of further developing the brand identity, we first used the most important means of communication besides the website. The brochure, published in three languages, plays an important role in the marketing strategy and underlines the essential role of physical touchpoints and should serve as an initial project for the new brand concept.

The Result

The key visual as the face of the brand at the touch points

As a starting point for the future brand journey, a new branding with visual and textual elements was created, which was integrated into the design of the flyer as an example.

Bold hues of deep chocolate brown complemented by playful accents of bright oranges and bold pinks give the flyer a dynamic visual presence. This strategic color palette not only highlights important key elements, but also gives the flyer a youthful and contemporary character.

The brochure, reminiscent of a chocolate bar, combines high-quality motifs from the museum context, delicious textures and high-quality typography, creating a harmonious balance that encourages the viewer to visit the museum.

Chocolate Museum Cologne

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