Start-ups come and go, companies experience ups and downs, brands boom and die out. But some of these brands are able to be present at all times and keep their topics of conversation through continuity and a well thought-out brand presence. The art here is to innovate and remain authentic and credible. After all, trends are not just topics that need to be imitated – the connection to the brand has to rest.
With its foundation in 1919 the Austrian company Rauch is celebrating its 100th birthday this year and has surprised with an addition to its range of three organic varieties. To honour and appreciate the consistently supportive wife of the founder of Rauch fruit juices. A new design makes the organic trio – “Apfel”, “Johannisbeere” and “Marille” – stand out from the 200ml glass bottle range for gastronomy: a mixture of traditional label and modern neon accents with a sketch of Katharina Rauch’s face. She always stood for natural freshness and authentic fruit flavour – as well as the new three varieties, which will be introduced with the motto “We honour the old and welcome the new”.
Continuity and tradition bring companies like these customer satisfaction and brand confidence. With Storytelling, brands also address their international customers – as is the case with Rauch. Stories emotionalize and create images in our minds that make the product itself more tangible. Rauch lets us be a part of its success story.