Forum BrauBe­viale 2016 – Expe­ri­enc­ing Brands through Design

NürnbergMesse, Halle 1-350
9. November 2016
10:00 – 11:45

At BrauBeviale 2016, for the third consecutive year bayern design will host a speech series titled Experiencing Brands through Design to illustrate the role of design in branding and in differentiating from competitors. The speeches will motivate participants to identify new areas in their own companies and to pursue new roads to innovation. Focus will be on current trends in design and best practices in the beverage industry as well as on the relevance of service design and social media for the market (four 20-minute speeches).

Moderated by Dr. Kilian Steiner, bayern design GmbH.
The price for the speech series is included in the trade fair ticket.

Experiencing Brands through Design is sponsored by the Bavarian State Ministry for Economy and Media, Energy and Technology.


The speeches at a glance:

10:10 to 10:30 a.m.
What is service design and how does it help with branding?
Stefan Wacker, WACKWORK, Nuremberg

Your company develops and designs new products to differentiate from competitors? What about your services? In his grassroots speech, Wacker will discuss future-oriented service strategies and will explain how good service design works.

A freelance business consultant, Stefan Wacker has been supporting his customers’ change, innovation and strategy processes for more than ten years, including using the structured process of design thinking. The Service Design Nuremberg online platform and event series initiated by Wacker is a central forum for people interested in service design. In 2016, the event series Service Design Drinks will be complemented by the Service Design Summit where participants can learn and apply the respective methods.

10:35 to 10:55 a.m.
Creating a new wine bottle
Peter Schmidt, Managing Director of PSBZ, Hamburg

The new design of the bocksbeutel, the typical bottle shape for Franconian wine, was introduced in late 2015. Bayreuth-born designer Schmidt will discuss the challenges of adjusting a historically grown, traditional bottle shape to the requirements of the modern world. His speech will be both about technical and human obstacles that are inevitable when talking about such an emotional subject as the shape of wine bottles.

Schmidt graduated from Werkkunstschule Kassel in 1958 and left for Hamburg in 1967 to work as the creative director for Verclas + Böltz. In 1972, he and Waltraud Bethge founded Peter Schmidt Studios which Schmidt managed until he sold it to BBDO in 2006. In the beginning, the company focused on packing design for consumer goods and cosmetics items, and in 1980 it became highly successful designing perfume bottles, followed by national and international designs for Procter & Gamble, Estée Lauder, Apollinaris and others. Schmidt is in charge of corporate design, for example, for the Hamburg State Opera, the German Armed Forces, and the City of Hamburg. After Schmidt’s departure, Peter Schmidt Studios were renamed Peter Schmidt Group. In 2007, Schmidt and a small team of young designers started PSBZ (Peter Schmidt, Belliero & Zandée GmbH) in Hamburg; they design books, magazines, rooms, stage sets and websites.

10:00 to 11:20 a.m.
Liquid courage – trends in packing design
Iven Sohmann, copywriter and designer, Berlin

Sparkling wine without the sparkle, eggnog without egg – companies who pack their products without courage clearly are at a disadvantage at well-assorted beverage stores. Sohmann will discuss traditions, thirst-movers and copycat drinkers and will explain why start-ups and their innovative packaging are dethroning established beverage producers sip by sip.

Iven Sohmann is a penmanship artist with a professional brand fetish who lives in placid-grubby Berlin-Schöneberg. Born a doer in Magdeburg, he studied something-to-do-with-media in Potsdam and Istanbul. In Graz, he even studied something-with-contents. However, he is completely clueless when it comes to anything-to-do-with-math-or-technology.

11:20 to 11:40 a.m.
Social media and the beverage industry – opportunities and risks
Philip Kühn, Head of Social Media at Drehmoment - Agentur für kreatives Marketing GmbH, Hamburg

Since the average user spends more than one hour on Facebook & Co. every day, it comes as no surprise that social media bear huge potential for brands and companies. These platforms can be used for much more than raising awareness or strengthening a brand’s image – they are ideal for creating specific sales momentum. Kühn will discuss ways for the beverage industry to prioritize.

Philip Kühn has been dealing with content for the past ten years, first as a journalist and copywriter, currently as a social media manager and digital strategist. At Drehmoment he is responsible for the Digital Unit and supports Carlsberg, Mercedes-Benz, PSD Bank Nord and other key accounts.