Loacker Rebrand Primary Function: وشکاری ءِ بندی by Marco Ventrice

Loacker Rebrand Primary Function: وشکاری ءِ بندی by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 A' Design Award نقرئی انعام in پیکیجنگ ڈیزائن Competition Category.

نقرہپیکیجنگ· 2022

Loacker Rebrand Primary Function: وشکاری ءِ بندی

by Marco Ventrice

Client: Spider

A' Design Award نقرئی انعام Winner in پیکیجنگ Category

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Colors

The Design

About Loacker Rebrand Primary Function: وشکاری ءِ بندی

Loacker Rebrand یک بندی ءُ برانڈ ءِ شناسی سیستمے کہ یک تاریخی وشکاری کمپنی ءِ واستہ جوڑ بوتگ کہ وافر ءُ چاکلیٹ ءِ محصولاں ءَ سرا زانگ بیت۔ لوگو یک نشان ءِ شکل ءَ اِنت کہ مونٹ سیلیار ءَ شامل کنت، کہ فامیل ءِ نام، ریشگاں ءُ گِرداگِردی جہل ءِ حوالہ اِنت۔ ہر یک محصول ءِ خاندان یک صاف بیان ءِ ریسیپی ءُ اجزاء ءَ گون پیش کنگ بیت۔ بندی ءِ عنصراں ءِ درجہ بندی ازسرگیرا مقرر کنگ بوتگ ءُ محصول ءِ تصویر حقیقی اَنت۔ ہر پیک ءِ پُشتا یک کوڈے کہ برانڈ ءُ آئٹم ءِ بارئوا مزید معلوماتاں ءَ گون جوڑ بیت۔

The Recognition

About the A' Design Award نقرئی انعام

Loacker Rebrand Primary Function: وشکاری ءِ بندی A' Design Award نقرئی انعام ءِ ورگ آ انت، غیر معمولی حد ءَ معزز اعتراف کہ اعلیٰ ترین درجہ ءِ، شاندار ءُ متاثر کنوکیں ڈیزائناں دیگ بیت۔ نقرہ ءِ ورگ آ باز روشن ءُ انتہائی تخلیقی کار انت، کہ وتی ڈیزائنراں ءِ شاندار مہارت، صلاحیت ءُ ذہانت ءَ ظاہر کننت۔ Loacker Rebrand Primary Function: وشکاری ءِ بندی چہ امید کنگ بیت کہ آ یک شاندار نمائشی کار بیت، قابل ذکر حد ءَ پیشہ ورانہ ءُ گہرے جدت ءِ۔ ای ڈیزائن کہ A' Design Award نقرئی انعام ءَ برتگ، یک انتہائی قابل ذکر، ساراہگ بوتگیں ایجاد انت کہ فائدہ دنت ءُ فن، سائنس، ڈیزائن ءُ ٹیکنالوجی ءِ حداں ودی کنت۔ Loacker Rebrand Primary Function: وشکاری ءِ بندی یک ہمے تخلیق انت کہ آیانی سرا باز مردم حسد کننت، کہ خواہشاں جاگینیت، مثبت جذبہ آرنت ءُ حیرت ءُ تعجب ءِ چنگاری ءَ بالنت۔

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.