Peter Schmidt Group brings Powerbar to the Packaging Summit

Hamburg, 24.04.2023

For the sixth time, the Packaging Summit is putting currents trends and projects in the packaging industry on center stage. Peter Schmidt Group and Powerbar are presenting their successful rebranding at 9:30 a.m. on 20 June at the Hamburg Hammerbrook Design Offices.

Powerbar revolutionized the food industry when it invented the sports nutrition segment 35 years ago. But the market has changed in the intervening decades. Sports nutrition evolved from a niche interest to a lifestyle topic. And Powerbar needed to open up to new target groups – while still remaining attractive to professional athletes. At the Packaging Summit in Hamburg at 9:30 a.m. on 20 June, Peter Schmidt Group and Powerbar will explain how they did it in a presentation entited, “How to invent a category – and successfully expand it 35 years later.” On the stage will be Sven Rieckmann, the creative director responsible for the agency's contributions to the extensive relaunch effort. “Within 28 months we not only completely revamped the brand identity of Powerbar, but also successfully converted more than 100 packaging designs.”

The Packaging Summit is a two-day event taking place in the Hamburg Hammerbrook Design Offices on 20-21 June. Online participation is also possible. Find more information about the project – and order your ticket now. 

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