To mark its 90th anniversary, we developed and produced an image film for the EDEKA Juniorengruppe e. V. that focuses on the close integration of theory and practice in the training programs. The film was produced throughout Germany to show the nationwide diversity of training opportunities and career prospects at EDEKA; the project was supported by our partner YAK GmbH. In addition, we realized editorial and print projects as well as the visual identity for the learning platform EDEKA next, thus ensuring a consistent appearance across all media.
A central component of the collaboration is the annual yearbook of the EDEKA Junior Group, which we designed and implemented for the first time at the end of 2022. In a joint kick-off, we defined the overarching theme of the issue and developed a design concept based on the guidelines of the existing corporate design. We then used Adobe InDesign and Adobe Illustrator to produce the 100 pages focusing on sport and the Olympics, including print data; texts and images were supplied by the customer. The production was rounded off with an accompanying cover letter in the same look and feel.
The next edition followed at the end of 2023, which we further developed in terms of design under the theme of fairy tales. Using our own design concept, we staged the supplied texts with creative design elements and designed the yearbook like a classic fairy tale book – with generous divider pages, integrated illustrations and fairy tale motifs interpreted in a modern way. The illustrations were created using AI technologies and then refined using Adobe Creative Cloud to create a harmonious overall look. This edition was also realized as a 100-page production including print data and supplemented by a matching cover letter with the same look and feel.
For the EDEKA next learning platform, which will be launched in 2023, we also designed a concise logo that integrates key elements of the EDEKA logo and developed an introductory booklet as a step-by-step guide to using the platform. In addition, we developed a concept for the redesign of the EDEKA Junior Group’s print media with the aim of condensing existing flyers and brochures and bundling them into a clear, uniform form. To this end, we designed new, modular brochures that follow both the EDEKA corporate design and the EDEKA next corporate design, optimized supplied texts, defined a consistent visual language and conceived and implemented a photo shoot to provide authentic image material.
