Packaging development for a brand classic: Prinzenrolle reimagined

The Prinzenrolle is more than just a cookie—it’s an icon. That’s why we didn’t just change the packaging for Griesson DeBeukelaer, we took the familiar brand experience to the next level. The goal was to retain the characteristic roll shape while making it more functional for today’s market.

This was based on an intensive analysis of the brand, competition, usage situations, and technological conditions. It quickly became clear that the new solution had to ensure recognition while also improving on areas where consumers experience real weaknesses in everyday life – opening, removing, resealing, and protecting the product.

The result is a packaging concept that preserves the DNA of the Prinzenrolle while making it more convenient to use. The new solution combines familiar brand strength with added convenience – transforming a classic into a contemporary packaging idea.