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3 Questions to...
.... Günther Nessel
Günther Nessel, director of tast!
1. What did you find particularly interesting about redesigning the image of InterMopro, InterCool and InterMeat?
To answer this question, I need to go briefly into the history of our agency. I set up taste! in 1992, so that it has now existed for near 20 years. Since then we have worked entirely for the food & beverage market. Many of our customers have repeatedly been exhibitors at food shows, and we have designed trade fair stands and realised them together with our partners. So when we were asked to redesign the image of those trade fairs completely, it was a particularly attractive challenge. On the one hand, we did of course approach this job with a good deal of respect; on the other hand, however, we were also aware that in this fast-paced world it is vital to ensure that the marketplaces of our time – and trade fairs are of course marketplaces in the best sense of the world – are presented in a contemporary manner. I believe that the taste! team has been successful in this. We managed to safeguard the special identity of the trade fairs while at the same time injecting a good deal of modernity.
2. What does this mean for the general concept?
The general concept of the trade fairs was of course right at the centre and, ultimately, the design is simply its expression in visual terms. As we worked on this project , we focused on two things, in particular. Firstly, the consumer: The new advertising and poster images of the three trade fairs all show consumers standing at counters: the refrigeration counter / freezer cabinet, the service counter and the self-service counter.
They are places where consumers make decisions. And the grounds for those decisions are partly created at the three trade fairs.
Secondly, there is the central theme: “Germany at the counter.” In this way InterMopro, InterCool and InterMeat will also fulfil their roles as focal trade fairs with regard to content.
There will be a study, of which taste! has initiated the general concept and which will be realised by Messe Düsseldorf together with the food magazine Lebensmittel Zeitung and the prestigious Rheingold Institute in Cologne. Moreover, there will be a range of psychological insights as well as best-practice examples from the entire German trade landscape and their counters.
3. What special challenges did you identify?
Trade fairs are held both for individuals and for companies. And corporate decision makers do of course want to know what is going to happen on the content level and particularly who will be coming. When we set up the general concept, we thought it was important to ensure that representatives of the retail trade should come (again) and feel happy there. And so there will be a best practice exhibition in a separate section, partly in collaboration with well-known Edeka and REWE retailers who will each present their designs of counters on 4-6 large-format banners and who will available to share their experiences.
So you can see why all of us – me, in particular – enjoyed this challenge so much: It really is of a good conceptual standard, it includes a variety of media, and everyone who is involved is convinced that it will match the good reputation of the three focal trade fairs in a totally new way.
I’m already looking forward to InterMopro, InterCool and InterMeat next year. Until then we’ve still got quite a lot to do.