Brandt rusks stand for tradition. The company approaches any changes to brand-focused elements on the packaging with care. To optimise brand positioning we have cautiously adapted packaging graphics and shape. With the key theme “Der Blick in den Ofen” (“Peek in the Oven”) a half-moon viewing window has been inserted that highlights the mystical rusk baking process. To do this the production machinery was adapted using only minimal financial outlay. Furthermore, we shifted the logo from the lower right-hand position to the centre and also enlarged it thereby giving the brand greater prominence. This means even on a full supermarket shelf the brand is easily and fully visible.