Abenteuer und Fernweh
The objective was to create a conceptual retail store with 6 sub-brands that relates to the main brand. Each team had to figure out the target market and shop location; tailor the store interior and experience, including products, and packaging design according to the personas. Each member will then choose a sub-brand to work on more intensively individually.
AUF’s mission is to provide the ultimate essential store for the design-aware and environmentally conscious urban traveler. AUF products are carefully crafted with innovative and environmentally friendly materials with a straightforward design and packaging structure. Abenteuer und Fernweh means "Adventure and Wanderlust" in German. The store originates from Germany since traveling and efficiency is a big part of German culture.
There are 6 sub-brands within AUF; AUF Care, AUF Fuel, AUF Tech, AUF Base, and AUF S.O.S.