Interview with Peter Schmidt Group | TEAMBBDO
Peter Schmidt Group
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Peter Schmidt Group
Surprise as a principle
“Only the power of human thought can make brands distinguishable and thus unique.” The Peter Schmidt Group, founded in 1972, is convinced of this. Three factors – character, craft and curiosity – are central to the development of successful brand strategies and packaging solutions. Precision in even the smallest details, compelling presentations as well as the creation of elements of surprise form the enduring recipe for success that the group’s 180 employees work to at locations in Hamburg, Frankfurt am Main, Munich, Düsseldorf, Lisbon, Milan and Tokyo.
About the Peter Schmidt Group
The more AI-generated sameness floods the media, the more obvious it is that only the power of human thought can make brands distinguishable and thus unique.
Lukas Cottrell, CEO Peter Schmidt Group
Facts and figures
180
Employees as of 202556
Distinctions since 20111972
Year of foundationAwarded projects 2025
E.ON – The dot at the core of the brand
E.ON expanded its services in response to the energy transition, making a visual reorientation essential. The Peter Schmidt Group built upon the brand’s existing iconic elements and derived from them a refreshed logo, a new corporate typeface and a coherent visual language.
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Bechtle – Update required
The redesign of Bechtle AG’s corporate identity was centred on reflecting the company’s transformation. The familiar logo, a parallelogram tilted at a 19-degree angle, has been integrated into the new brand symbol and is also reflected in the new corporate typeface and custom illustrations.
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Weleda
The new Weleda brand identity is defined by a significant revitalisation of its typography, which now conveys a clear and open character. Ensuring good legibility on product packaging was just as important as achieving a natural and sustainable aesthetic, both essential to visually expressing the company’s roots.
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Pegasus Bikes
With a redesigned Pegasus emblem, this bicycle brand conveys enhanced dynamism, a strong sense of freedom and pure riding enjoyment. A clear colour palette and technical typography further refine the visual identity, appealing to a broad target audience.
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The Revived
With the help of AI, the creative team has six Ukrainian athletes who lost their lives during the Russian invasion of Ukraine talk about their dreams of winning Olympic medals. A medal box containing their military identification tags was created as a physical anchor for the highly emotional campaign.
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The Hope Bear
The organisation Sandy Hook Promise works to raise awareness of the early warning signs of potential school shootings. To highlight this issue, a stuffed bear serves as a powerful and emotional tool. The double packaging transforms the Memorial Bear into the Hope Bear when unwrapped.
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Bechtle Mixed Media Brand Book – A Digital Relaunch You Can Feel
A large-format, high-quality brand book celebrates the new brand identity of Bechtle AG. Reflecting the company’s position at the intersection of the digital and analogue worlds, the book presents itself as a self-contained object, complete with printed coloured edges.
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E.ON Head – Messages of change, always on brand
The curves of the typeface E.ON Head are consistently derived from the energy provider’s logo. Its soft, approachable design enhances accessibility, while the italic angles add a sense of dynamism.
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Delta – Coffee World
Clean line illustrations take viewers on a narrative journey through the world of coffee. They convey its origins, cultural significance and social role as a luxury good, unified through a consistent visual language.
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Interview with Peter Schmidt Group | TEAMBBDO
Awarded projects since 2011
Mehler Systems – From Impact Protection to Design
Corporate Design & Identity
Red Dot 2024
Steiff
Corporate Design & Identity
Red Dot 2023
Holcim – A Simple Sign for Change
Corporate Design & Identity
Red Dot 2023
Washking
Corporate Design & Identity
Red Dot 2023
Black Lion
Brand Design & Identity
Red Dot 2023
Powerbar – From Heritage to Lifestyle
Brand Design & Identity
Red Dot 2023
Steiff
Brand Design & Identity
Red Dot 2023
Holcim – A Simple Sign for Change
Brand Design & Identity
Red Dot 2023
United Spirit of PSG
Packaging Design
Red Dot 2023
Table Soccer Cup – Our Type of Protest
Typography
Red Dot 2023
Canton: Welcome to the Family of Living Sounds!
Corporate Design & Identity
Red Dot 2022
Gegen den Tod: Bold against Death
Brand Design & Identity
Red Dot 2022
LBS: The Own Four Walls that Build a Smarter Design
Illustrations
Red Dot 2022
LBS: The Own Four Walls that Build a Smarter Design
Corporate Design & Identity
Red Dot 2022
Mey: Speaking Quality
Corporate Design & Identity
Red Dot 2022
Samuel Fitwi. Easy Going Forward.
Brand Design & Identity
Red Dot 2022
HERE Technologies: An Autonomous World for Everyone
Corporate Design & Identity
Red Dot 2021
Deutsche Bahn: the pulse that keeps Germany on the move.
Corporate Design & Identity
Red Dot: Best of the Best 2021
Cocolette
Brand Design & Identity
Red Dot 2021
Manufakturwerk
Brand Design & Identity
Red Dot 2021
Cards of Grace: 960 Illustrations for a Sustainable Future
Illustrations
Red Dot 2021
Grace of Waste
Direct Marketing
Red Dot: Best of the Best 2020
Grace of Waste
Packaging Design
Red Dot 2020
El Origen
Food Packaging
Red Dot 2020
Cold.t
Beverage Packaging
Red Dot 2020
Grace of Waste
Sustainable Packaging
Red Dot 2019
N über C – Cork Collection
Bag Collection
Red Dot: Honourable Mention 2017
Rosa Schapire Art Prize
Corporate Design & Identity
Red Dot: Best of the Best 2017
HERE
Corporate Design & Identity
Red Dot 2017
Gin44
Packaging Design
Red Dot 2017
Wolfscraft
Packaging Design
Red Dot 2017
Peter Schmidt Group Fair Stand EuroShop 2017
Fair Stands
Red Dot 2017
Schüco Corporate Sound
Sound Design
Red Dot 2017
Mazelprost
Packaging Design
Red Dot 2016
Winehunters
Packaging Design
Red Dot 2016
Fein & Fertig
Packaging Design
Red Dot 2016
Teahouse Exclusives Everyday Tea
Packaging Design
Red Dot 2015
224plus | 225plus
Corporate Design
Red Dot 2014
Qi² Sports Nutrition
Packaging Design
Red Dot 2014
VI5IONS – Fifteen Years of Pioneering Spirit
Publishing & Print Media
Red Dot: Best of the Best 2014
The Sound of Fascinating Gases
Sound Design
Red Dot: Grand Prix 2014
Städel Museum – Reopening 2012
Corporate Design
Red Dot 2012
APRSAF
Corporate Design
Red Dot 2012
John & John
Packaging Design
Red Dot 2012
Nezu Private
corporate design
Red Dot 2011
Karl Juchheim – White Day 2011
packaging design
Red Dot 2011
Rinti Nature’s Balance
packaging design
Red Dot 2011
