For the cosmetics brand, “Dresdner Essenz”, the Berlin creativity agency secures the advertising budget of Li-iL GmbH. The family-operated enterprise, “Dresdner Essenz”, a manufacturer of over-the-counter medications and baths, is particularly known for its cosmetics products.

A rigorous agency screening preceded the award of the comprehensive consulting contract, and kakoii won over three other competitors to receive the job.

In the first phase, the agency will re-work the packaging design of the entire brand and its traditional cosmetics products. Putting the various product lines: “Wellness”, “Natürlich Gesund” (naturally healthy), and the children’s line “Dreckspatz” (little rascal) under one strong umbrella brand will notably strengthen future branding. This measure is coupled with classic advertising.

On the part of the agency, the relaunch is spearheaded by creative director, Thekla Heineke, who began her career as packaging designer at Shiseido in Japan. She is responsible for all of the packaging design services offered by kakoii from Berlin and another agency location in Japan.

The results of our cooperation will be tangible in the fall/winter 2013.

www.dresdner-essenz.com

Moving boxes, cans, milk jugs, medication bottles – more and more, designers are putting their scents and cosmetics into ordinary packaging. A review.

DiePresse.com, 27.09.2007 (ThePress.com, 9/27/2007)

(…) Visions of the tetra-pak were floating in designer Thekla Heineke’s head as she developed the packaging for a hair coloring product by Shiseido. The new feature of “Tasting Tone” is its quick and uncomplicated use, and this is precisely what Heineke wanted to highlight. “The familiar shape of a tetra-pak represents the simple, daily use of a product”, says the designer, along the lines of: open, use, and toss. She explains that the strategy to use cheap, or at least ordinary, packaging for luxury cosmetics represents a quest for understatement. Thekla Heineke designs for the Berlin-based agency, kakoii, which is also responsible for the design of the cosmetics line “FSP” by Shiseido. FSP’s foil closures, which do not instill a sense of exclusivity and seem familiar since we are used to seeing them on medications, also play on the aesthetics of the ordinary. Heineke describes the attraction of products designed in this manner as: “It is not high-end, but insiders know nonetheless that it is expensive.”

• Packaging design by kakoii Berlin/Tokyo