“There is no need for ugly packaging.” Thus spoke Max Wittrock, one of the three mymuesli founders, in an interview some years ago. And we agree with him. Design and aesthetics strongly differentiate packaging and can even do better than many marketing campaigns—provided the packaging can credibly convey the company’s and brand’s philosophy. Which proves that when it comes to functionality, digital interconnectivity and design, investing in packaging is always worthwhile.
Which is exactly what the three start-up founders of the German mymuesli company did. Philipp Kraiss, Max Wittrock and Hubertus Bessau chose a tubular composite can that is now made of 90% refined and reusable recycled paper and has become an eye-catcher in kitchens, offices and at the POS. In part this is due to the numerous varying motives on the packaging of a total of 566 quadrillion different types of muesli. Another reason is certainly the tube’s unusual height of up to 27 millimetres. A height that means the tube won’t fit into any conventional kitchen cupboard.
Now you might think that this would put the product at a disadvantage. However, when it comes to mymuesli tubes, quite the opposite is true. They are so popular that people are even turning them into vases, speakers for smartphones, coffee tables and herb planters.