Loacker Rebrand Príomhfheidhm: Pacáistiú Bia by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Duais Airgid A' Design Award in Dearadh Pacáistíochta Competition Category.
AirgeadPacáistíocht· 2022
Loacker Rebrand Príomhfheidhm: Pacáistiú Bia
Client: Spider
Duais Airgid A' Design Award Winner in Pacáistíocht Category
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- Verified Award Winner
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The Design
About Loacker Rebrand Príomhfheidhm: Pacáistiú Bia
Athbhrandáil Loacker córas pacáistithe agus aitheantais bhranda a cruthaíodh do chuideachta bhia stairiúil atá cáiliúil as táirgí vafla agus seacláide. Glacann an lógó cruth armas ina bhfuil Sliabh Sciliar, tagairt do shloinne an teaghlaigh, do na fréamhacha agus don dúlra máguaird. Cuirtear gach fine táirgí i láthair le cur síos soiléir ar an oideas agus na comhábhair. Athshainíodh ordlathas na n-eilimintí pacáistithe agus tá íomhánna na dtáirgí réalaíoch. Nascann cód ar chúl gach pacáiste le tuilleadh eolais faoin mbranda agus faoin earra.
The Recognition
About the Duais Airgid A' Design Award
Bhuaigh an dearadh Loacker Rebrand Príomhfheidhm: Pacáistiú Bia Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh Loacker Rebrand Príomhfheidhm: Pacáistiú Bia ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh Loacker Rebrand Príomhfheidhm: Pacáistiú Bia a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.
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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