Loacker Rebrand بسته‌بندی مواد غذایی by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 جایزه نقره‌ای A' Design Award in طراحی بسته‌بندی Competition Category.
نقرهبسته‌بندی· 2022
Loacker Rebrand بسته‌بندی مواد غذایی
Client: Spider
جایزه نقره‌ای A' Design Award Winner in بسته‌بندی Category
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- Verified Award Winner
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The Design
About Loacker Rebrand بسته‌بندی مواد غذایی
بازطراحی برند لوآکر یک سیستم بسته‌بندی و هویت برند است که برای یک شرکت غذایی تاریخی، شناخته‌شده به‌خاطر محصولات ویفر و شکلات، ایجاد شده است. لوگو به شکل یک نشان خانوادگی است که شامل کوه شیلیار (اشاره‌ای به نام خانوادگی)، ریشه‌ها و طبیعت پیرامون آن می‌شود. هر خانواده محصول با توصیفی روشن از دستور پخت و مواد تشکیل‌دهنده معرفی شده است. سلسله‌مراتب عناصر بسته‌بندی از نو تعریف شده و تصاویر محصولات واقع‌گرایانه هستند. یک کد در پشت هر بسته به اطلاعات بیشتری درباره برند و محصول پیوند می‌خورد.
The Recognition
About the جایزه نقره‌ای A' Design Award
Loacker Rebrand بسته‌بندی مواد غذایی برنده جایزه نقره‌ای A' Design Award است، شناختی فوق‌العاده معتبر که به طراحی‌های سطح بالای زیبا، والا و تأثیرگذار اعطا می‌شود. برندگان نقره آثاری بسیار درخشان و فوق‌العاده خلاق‌اند که تخصص، استعداد و تیزبینی برجسته طراحان خود را نشان می‌دهند. از Loacker Rebrand بسته‌بندی مواد غذایی انتظار می‌رود اثری شگفت‌انگیز و نمونه باشد که به‌طور چشمگیری حرفه‌ای و عمیقاً نوآورانه است. این طراحی برنده جایزه نقره‌ای A' Design Award اختراعی بسیار قابل‌توجه و ستوده است که سود می‌رساند و مرزهای هنر، علم، طراحی و فناوری را پیش می‌برد. Loacker Rebrand بسته‌بندی مواد غذایی آفرینشی است که به آن بسیار رشک برده می‌شود، خواسته‌ها را بیدار می‌کند، احساسات مثبت می‌آورد و حیرت و شگفتی برمی‌انگیزد.
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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