Rena Germany

PACKAGING REFRESH

The Rena Kutz Group is an organization with over 50 years of experience, spread over three generations of a family, in the Indian metal market. Their endeavor has always been to cater to elevated tastes at a price that represents value to the consumer. With their wide range of products, they seek to provide functionality, quality, style and affordability.

'Rena Germany' is the consumer facing brand that sells it's product through retail in India - both in organised and unorganised retail store-fronts and more recently, online as well. With a new generation of the family joining the business, they saw an opportunity to revisit the brand identity specially on packaging since it is a retail facing brand. Since the brand itself has a certain legacy associated with it - we believed it was possible to retain their brand logo and name but refresh their appeal through a new brand positioning that is translated into a fresh new approach to their brand visual language and packaging design.

The Rena Kutz Group is an organization with over 50 years of experience, spread over three generations of a family, in the Indian metal market. Their endeavor has always been to cater to elevated tastes at a price that represents value to the consumer. With their wide range of products, they seek to provide functionality, quality, style and affordability.

'Rena Germany' is the consumer facing brand that sells it's product through retail in India - both in organised and unorganised retail store-fronts and more recently, online as well. With a new generation of the family joining the business, they saw an opportunity to revisit the brand identity specially on packaging since it is a retail facing brand. Since the brand itself has a certain legacy associated with it - we believed it was possible to retain their brand logo and name but refresh their appeal through a new brand positioning that is translated into a fresh new approach to their brand visual language and packaging design.

The Rena Kutz Group is an organization with over 50 years of experience, spread over three generations of a family, in the Indian metal market. Their endeavor has always been to cater to elevated tastes at a price that represents value to the consumer. With their wide range of products, they seek to provide functionality, quality, style and affordability.

'Rena Germany' is the consumer facing brand that sells it's product through retail in India - both in organised and unorganised retail store-fronts and more recently, online as well. With a new generation of the family joining the business, they saw an opportunity to revisit the brand identity specially on packaging since it is a retail facing brand. Since the brand itself has a certain legacy associated with it - we believed it was possible to retain their brand logo and name but refresh their appeal through a new brand positioning that is translated into a fresh new approach to their brand visual language and packaging design.

Market Research

In order to study the market and the brand’s competitors, we visited numerous stores across the city. With the help of these visits we were able to better understand how products from this sector are displayed and sold, and to better understand the consumer’s point of view when they enter these spaces to purchase these products.

The Customer

WHAT WE SAW

Through the study, we identified three major categories for Rena consumers:
1. The Professional Chefs looking for high quality, specialty products
2. Home Chefs and Caterers looking for specialty products that are affordable
3. Homemakers looking for specialty tools for their kitchens

WHAT WE CHOSE
TO DO

WHAT WE CHOSE TO DO

Position Rena as a fun brand for people who
love making new and creative things.

Appeal to consumers looking for a mass premium brand.

The Products

WHAT WE SAW

Customers often ask for knives by their brand name.
Customers also prefer Rena products for baking, as the other products are largely unbranded.

WHAT WE CHOSE
TO DO

WHAT WE CHOSE TO DO

We treated Knives and Specialised products as unique ranges while
maintaining a “Brand look”

Create 3 major categories for the products offered
by the brand

Retail Environments

WHAT WE SAW

Rena knives are placed lower than competitor brands
Products are often found in ‘Novelty Stores’ and are quite disorganised.
Products are placed in mixed shelves, and not with similar products

WHAT WE CHOSE
TO DO

WHAT WE CHOSE TO DO

Make the packaging
bold, so that it stands
out in the clutter

Choose unique colours that are not similar to the other products

Competitor Packaging

WHAT WE SAW

1. Victorinox leverages its Swiss expertise on its packaging, and has a consistent look and feel across
all products.
2. Munix, Fiskars, and Stahl use bright orange as a differentiator.
3. Blues and Yellows are used effectively for steelware.
4. OXO’s Good Grip and Munix use eye catching colour blocking systems.
5. Dark colours, black and white often get lost in the clutter.

WHAT WE CHOSE
TO DO

WHAT WE CHOSE TO DO

Create a colour
block system
that stands out in
the clutter

Use patterns and illustrations as very few brands use that approach

NEW BRAND POSITIONING

Rena is a brand for makers and
enthusiasts, for amateurs and pros alike,
focusing on the “craft” of cooking.

Rena is a brand for makers and
enthusiasts, for amateurs and pros alike, focusing on the “craft” of cooking.

Packaging Refresh

From our research, we felt the need to create a brand identity that not only stood out from the crowd, but made the consumer instantly recognise and connect with the brand through the packaging. The packaging needed a strong pick-me-up visual that had a very clear brand message.