Challenge
The traditional LAUFWUNDER brand needed a packaging update to stay competitive in the professional footcare sector.
The challenge was to modernize the classic look while preserving brand recognition. The goal: a structured design with clear product group coding to support professionals and distributors — while giving the brand a positive, appealing image in an often overlooked category.
Approach
baries design developed a bold, modern packaging system with a clear visual code for product segmentation. A refreshed color palette and 14 distinctive icons simplify navigation for professional users. A stylized footprint pattern symbolizes the variety of footcare issues and their solutions.
A yellow foot symbol was integrated into the logo, complemented by an uppercase sans-serif typeface to convey activity and strength — creating a consistent, recognizable look across the range.
Process
The process began with an in-depth analysis of LAUFWUNDER’s brand strengths and its close relationship with professional practitioners. The team also examined competitors to identify opportunities for differentiation.
Several evolutionary design routes were developed — from subtle to radical. LAUFWUNDER ultimately chose the bold leap: breaking away from an outdated, traditional appearance toward a modern, progressive footcare identity. This “leapfrogging” approach positioned the brand ahead of its competitors.
Result
The redesign gives LAUFWUNDER a modern, recognizable image with clear structure and enhanced shelf orientation. The combination of color coding, icons, and clean layout improves usability for professionals and distributors alike — ensuring that LAUFWUNDER stays true to its roots while asserting a strong, contemporary presence in the B2B footcare market.
