›Kornbrand‹ is known as »the liquor of the ordinary people« and enjoys a bad reputation. Even the Association of German Distillers admits that ›Korn‹ is regarded as an inexpensive labourer’s and farmer’s liquor. The media are already predicting the »renaissance of Kornbrand« – which is not surprising, as this spirit, similar to beer, has a purity law and has been part of German history for more than 500 years. For this revival of the spirit a strong and meaningful brand is requested, so that the liquor will loose its negative image and become socially accepted again.

This raises the question of whether it is possible to develop a premium product from the image-damaged ›Kornbrand‹ through a holistic corporate identity, which creates value, exclusivity and trust among consumers and finally stimulates them to buy.

The bachelor final thesis documents the process of creating a high-quality spirit brand founded by the theory of the field of brand management and corporate identity. The aim of the final thesis is to upvalue the negative image of this liquor by developing a holistic corporate identity of a premium ›Korn‹ brand. Furthermore it is aimed to produce this exclusive premium ›Kornbrand‹ in a small quantity and to finally sell it predominantly in the region of East Westphalia, especially in Rheda-Wiedenbrück.

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Area
Identity and Design 

Customer
Private
Bachelor final thesis