Katrin Niesen

Executive Creative Director, Peter Schmidt Group

Katrin Niesen began working with the Peter Schmidt Group in 1995. Six years later, she moved on, gathering two years experience as creative director at Lothar Böhm, before moving to Brand Union (previously Enterprise IG), where she handled international accounts for another two years. Niesen has been back with the Peter Schmidt Group since 2005. She is the executive creative director, as well as head of the Hamburg office. Her far-reaching experience served her well when she taught “international package design” at the Hamburg Institute of Design from 2011 to 2013. In January 2018, Niesen assumed responsibility for the branding and packaging design division at the Peter Schmidt Group.


Her focus is consumer branding, brand development, brand positioning, and brand strategy. Niesen helps brands with branding (logo), package design, POS presence, and presentation, as well as communications. Niesen is an expert in FMCG at both the local/national level, as well as the international level. Her current clients include Henkel, Rewe, and many more in the beverage, candy, pharmaceuticals, cosmetics, and food sectors.



iF Award Gold for Persil

iF Award Gold for Rewe Feine Welt

iF Award Gold for John & John

ADC Silber New York for John & John


Armin Angerer

Managing Partner, Peter Schmidt Group

Armin Angerer studied furniture design and interior design in Innsbruck. He moved to Hamburg in 1991 to work as a designer at Peter Schmidt Studios. He gave up his second career in favour of design – for years he played volleyball in the Austrian national league. He was appointed creative director in 1995, and two years later, he took over as head of the packaging team at Peter Schmidt Studios. During this time, he worked closely with Peter Schmidt, including on famous brands such as Jil Sander, Triumph, Apollinaris, Jacob’s, and Beck’s. Even today, he retains the practical approach of his training in a skilled craft, as well as the team spirit and performance principle from volleyball.


Angerer has led the Peter Schmidt Group as managing director since 2004. He is responsible for the corporate design and packaging divisions in Hamburg and Japan, and has many years of experience in international brand leadership. Japan is one focus of his work. He developed the branding of the Nezu Museum in Tokyo, whose collection of Asian art is considered one of the most important in the world. His successful collaboration with Juchheim, a traditional German manufacturer of high-end baked goods, also marks Angerer as an expert in German-Asian design culture and business relations. Among his other clients are Henkel, Imperial Tobacco, Coca-Cola, Gerolsteiner, Guhl, de Beukelaer, Weleda, Hugo Boss, and Rewe.


Angerer and his team at the Peter Schmidt Group have won more than 40 awards in the last four years, including from the ADC, the DDC, Manager Magazin Ranking, red dot, iF Design, Berliner Type, the Corporate Design Award, and Stiftung Buchkunst.

Persil: the world-wide evolution of an icon

In 1907, Persil became the first packaged washing powder on the market in Germany. Today, the brand is a world-wide icon of dependable washing power and purity. But as universal as those values are, they are interpreted very differently in different cultures. The Peter Schmidt Group has been responsible for Persil’s brand presence for more than 10 years. Katrin Niesen and Armin Angerer will present the evolution of a strong brand within the framework of product innovation and design. They will reveal how the world does laundry – and which design codes work.

Brand Talks

Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.

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