KATJES
INDUSTRY: Confectionery and snacks
2020 EXHIBITS AND KATJES
A SWEET COLLABORATION AT THE SWEETS AND SNACKS EXPO 2025
SNAPSHOT:
CLIENT: Katjes
INDUSTRY: Confectionery and snacks
SERVICES PROVIDED: Design, Construction, and I&D
RESULTS: Katjes achieved brand and product awareness, standing out among great names at one of the industry's top shows.
CLIENT:
Katjes is a German confectionery company founded in the 1950s in Emmerich am Rhein. It is primarily known for producing gummy candies and licorice, which have gained popularity across Europe. The brand is recognized for its wide range of vegetarian and vegan sweets, with many gelatin-free products, making them appealing to people who avoid pork and beef products. Katjes strongly emphasizes environmentally friendly production and actively promotes initiatives focused on climate change, sustainability, and plant-based lifestyles. Additionally, the company has gained attention for its bold and progressive advertising campaigns.
CHALLENGE:
When Katjes, the German-based vegan candy company, returned to the Sweets and Snacks Expo for the third time, they chose to partner with 2020 Exhibits again to bring their creative vision to life. Held by the National Confectioners Association and known as "the premier candy and snacks event", the 2025 Expo was a major opportunity for Katjes to make an impact among some of the world's biggest snack and confectionery brands.
Each year, the biggest names in confectionery retail gather to discuss industry strategies and trends. Hence, our client needed more than just a booth—they needed a bold, super-engaging, sustainable, and unforgettable exhibit that would create brand awareness, reflect their values, and highlight the launch of their two exciting new candy lines: Cosmic Visions and Wild and Free.
The collaboration kicked off in January 2025 with a series of creative meetings with the Katjes and 2020 Exhibits teams. From the beginning, our client manifested a clear vision: they wanted the booth to scream "Vegan. Wild. Bold. And Pink." To fulfill this, they requested a 20' x 30' island exhibit that would command attention, generate awareness, embody the distinct personalities of their new product lines, and be fully "Insta-worthy" or social media shareable.
Equally important to them was their desire to build the booth with sustainability at the core, aligning with their company values and commitment to vegan, environmentally conscious practices.
The final design was approved after several concept development meetings and reviewing distinct iterations. Fabrication began, and the project was promptly ready for the May show date.
SOLUTION:
Cosmic Vibes: The Creation of a Mystic Environment
The finished booth was a vibrant, bold, immersive environment separated into two themed zones—each uniquely crafted to showcase the new candy product. For Cosmic Visions, the concept centered around mysticism and playful fortune-telling. 2020 Exhibits created an enchanting "Fortune Teller" area, reminiscent of the vintage game, "Ask Zandar." The zone was visible from the show floor through a custom-made window with an electric, purple sign on it that read "Cosmic Visions – Tarot & Crystal Readings," perfectly enticing passersby, and channeling the gritty charm of New York City streets' fortune-telling shops, just as the client envisioned.
To engage attendees in play, the team created a photo booth installation in the style of the "Zoltar Speaks" fortune-telling arcade game from the film Big. Attendees could step inside, don fortune-teller hats, and pose for photos with props.
For a networking zone that doubled as an inviting additional photo op, we created a cozy lounging area within a hot pink-and-neon purple world complete with mood-setting drapes, a glowing crystal ball on a whimsical coffee table, plush hot pink chairs, and a round, fluffy purple rug.
More than Western: A Wild, Wild Atmosphere
On the other side of the booth, the Wild and Free zone inspired fun, interactive play with an adventurous Western theme that represented the brand's carefree spirit. There was a cactus-filled photo backdrop with rustic, pink wooden stools for guests to pose and snap socially shareable content, and a branded Lazo Toss game where attendees could toss rings. Interactive elements that included a pink rope prop and a live country band further enhanced the energy and environment of the booth, turning it into a sensorial, experiential highlight of the expo.
Eco-Friendly Creativity and Functionality
Thoughtful functionality elevated the booth even further. One of the exhibit's structural walls doubled as a branded display for Katjes' colorful gummy products and a hidden storage closet, demonstrating the advantages of intelligent design.
Per our client's request, sustainability was central to every decision made during the booth's design and build. The framing was constructed from reused metal, and all graphics were printed on recyclable cardboard. The pink carpet was fully reusable, and only real plants and cacti were used—fulfilling Katjes' request to have no plastic décor in sight.
To top it all off, a large, circular hanging fabric sign floated above the island, cinching the exhibit and drawing attendees across the convention floor.
RESULTS:
The results spoke for themselves. Katjes' 20x30 island exhibit was so successful that people wanted to take pictures at the booth way before the show opened to the general public. The bold colors, lively zones, interactive experiences, and immersive themes generated buzz, drew in foot traffic, and resulted in a flood of organic social media content, including several fun and creative influencer TikTok videos.
The 20' x 30' island exhibit we collaborated on with Katjes delivered brand visibility, product awareness, and audience engagement on every front. Our client was more than thrilled with our execution—not just with the booth's design and functionality, but with the process as a whole. Katjes praised the high level of attention to detail delivered by our teams throughout the whole process, and specifically praised our on-site lead installer, dubbing him a "problem solver. "He ensured the booth was installed flawlessly, perfectly mirroring the staging setup".
Our continued partnership with Katjes proves that creative strategy, seamless collaboration, and sustainable design are powerful combinations. Together, we didn't just build a booth—we built an experience that candy lovers, influencers, and industry insiders won't forget. We made a lasting impression.
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