Forum BrauBe­viale 2016 – Expe­ri­enc­ing Brands through Design

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.