Loacker Rebrand Packaging by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2022
Loacker Rebrand Packaging
Client: Spider
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #127989The Design
About Loacker Rebrand Packaging
Loacker Rebrand is a packaging and brand identity system created for a historic food company known for wafers and chocolate products. The logo takes the form of a coat of arms that includes Mount Sciliar, a reference to the family name, the roots and the surrounding nature. Each product family is presented with a clear description of the recipe and the ingredients. The hierarchy of the packaging elements has been redefined and the product images are realistic. A code on the back of each pack links to further information about the brand and the item.
The Recognition
About the Silver A' Design Award
Loacker Rebrand Packaging is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Loacker Rebrand Packaging is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Loacker Rebrand Packaging is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Strategic Branding and Package Design
We transform brands through strategic design thinking and innovative packaging solutions. Our research-driven approach combines creative excellence with market insights to develop comprehensive brand systems that resonate with consumers and drive business growth.
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Design Interview
What is the main principle, idea and inspiration behind your design?
To reflect and express Loacker values within their logo: the strategy’ goal was to achieve a One Brand, while aiming to its recognition but with the possibility of differentiating the Company’ several product lines.
What has been your main focus in designing this work? Especially what did you want to achieve?
We were looking for a refreshed and contemporary design compared to the past one, which hasn’t gone through any major changes in the last 30 years old.
What are your future plans for this award winning design?
The work done on the brand identity and its recognizability, will allow us in the future to easily brand stretching on other product categories.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- After nearly three years of work and consultancy, it finally showed a new rebranding and system pack design in favor of the historical company Loacker. Each family product has been delineated, underlining the recipe and the quality of the ingredients, additionally the architecture of the brand and the products have been redefined. On every referee we have recounted the historic claim Che bontà and on the back of the pack, the QR code redirects to the storytelling regarding the brand and the specified item.
- Dimensions & Packaging
- different sizes
- Tags
- Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
- Production Technology
- Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
- Design Challenge
- The requirement Loacker had for the agency, was to communicate on the packs the recipe changeover, highlighting the product new pluses and also by increasing the brand perception, the aim was to find the right balance between the new brand vertical integration and the distinction among the diverse product lines. Following many meetings it has been commonly decided to go beyond the starting brief, which lead Spider to the definition of a global strategy, through rebranding till the establishment of a pack system for each product line and up to the communication of every POS.
- Research
- Spider did involve the Loacker Team to evaluate the over 200 references and for purposes of rationalization of all ranges; a definition for all categories was offered, along with one for each different positioning. The outcome of this work are various paths grounded on different strategic approaches and then declensed on reference of representation. The most efficient proposals have been tested with 5 iconic products and then verified by means of neuroscience, for instance measuring the attentionality of the consumers’ glance on the shelves, on the products and on the packaging zone. Afterwards, a POS market test followed, until the achievement of a final choice, the one consumers are used to see every day on the large scale distribution racks.
- Inspiration
- Loacker is not just a brand, is a family name. Furthermore Loacker is on the territory, actually it is the territory. From these considerations, the logo in the shape of a coat of arms was born, onto which the Mt. Sciliar has been incorporated: it is the Heritage Shield, inspired by the historical Loacker crest, which exhaustively expresses the essence of the brand, family name, roots and nature. A life philosophy that started in 1925 when Alfons Loacker settled to build his plant at 1000 meters of height.
- Project Duration
- The project started in September 2018 between Torino and Bolzano, and finished in 2021.
- Operation Flow
- Spider has faced the challenge using our own method, by joining creative thought and strategic thinking. The agency has interviewed the Company multiple times, a chat with consumers and then suppliers. Spider has analyzed all sources: packagings shapes, products structure and their distinctive features. All maps have been gathered: conceptual ones, brand architecture maps and competitors’ charts.
- Team Members
- Spider Adv, Loacker Team
- Image Credits
- All food images were realized featuring studio PiùLuce.
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