Red Dot Design Award
Packaging Design


Mädchenkram | Red Dot Design Award

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The product line for younger customers by the Camelia brand presents itself with classic stylistic devices interpreted in a fashionable way and a smart product name. In order to appeal to first-time users, a distinctive packaging design was developed, its colour scheme contrasting with the fine lines of the logo. Richly ornamented artwork illustrates the product world, enhanced by adjectives – “beschwingt” (exhilarating), “beflügelt” (inspiring) or “befreit” (liberating) – which imaginatively describe facets of the product. This creates an independent brand identity with high recognition value on the shelf.

Red Dot Design Award

  • Client:
    Kimberly-Clark GmbH, Mainz head of marketing Petra Ahlendorf, Anika Fischer (Brand Manager)
  • Design:
    anagram Design Group, Hamburg
  • creative direction:
    Christian Caspersen
  • concept:
    Christian Caspersen, Sebastian Müller
  • graphic design:
    Maren Kempken