‘Schnittgut’ has acquired a distinct brand and visual identity
Scnittgut has reached its full potential with this rebrand.
Schnittgut has been completely revamped as a brand. From the name, logo, corporate language, and visual system to the consistent design of all touchpoints – everything from packaging and outdoor advertising to communication on windows and surfaces.
The name is not accidental, but comes directly from the product itself: sliced, freshly prepared vegetables that you can see, smell, and immediately understand.
The core idea of the campaign lies in the language. Instead of generic food claims, Schnittgut uses a recognizable headline mechanism that takes familiar phrases and transforms them into a world of ingredients, freshness, and pleasure. This is what makes the campaign so powerful, because the messages work without explanation and can be repeated in any format without losing their impact.
Visually, this mechanism is complemented by a clear system designed for long-lasting impact and recognition. Large typography, strong contrasts, and a consistently reduced surface logic give the brand clarity and entertainment value.
Appetizing food motifs complement the system when it comes to immediate pleasure, while the brand acts as a stable anchor, ensuring that the cut material remains unambiguous in every case.
At a time when many people experience everyday life as intense and tiring, entertainment becomes a small, legitimate refreshment. It provides a brief mental escape and makes brand communication more “accessible” rather than just another mandatory message.
At the same time, it is not only enjoyable but also has a measurable impact on communication. Meta-analyses show that humor in advertising increases attention, fosters empathy, and improves attitudes toward advertising – and can even reduce negative thoughts or counterarguments.
There is also a psychological lever to all this: positive emotions expand mental abilities. People become more open, receptive, and cooperative, instead of shrinking, as happens when experiencing stress. And “shared laughter” is not only cultural, but also a social glue. Studies link it to the activation of endorphins and a stronger sense of belonging.
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