Loacker Rebrand Ambalaža za hranu – dizajner Marco Ventrice

Dizajn Loacker Rebrand Ambalaža za hranu čiji je autor Marco Ventrice iznimno je cijenjeni dobitnik prestižne nagrade 2022 Srebrna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Ambalaže.

SrebroAmbalaža· 2022

Loacker Rebrand Ambalaža za hranu

autor/ica Marco Ventrice

Klijent: Spider

Dobitnik nagrade Srebrna nagrada A' Design Award u kategoriji Ambalaža

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Dizajn

O dizajnu Loacker Rebrand Ambalaža za hranu

Loacker Rebrand je sustav ambalaže i identiteta marke stvoren za povijesnu prehrambenu tvrtku poznatu po vaflima i čokoladnim proizvodima. Logotip poprima oblik grba koji uključuje planinu Sciliar, referencu na obiteljsko ime, korijene i okolnu prirodu. Svaka obitelj proizvoda predstavljena je jasnim opisom recepta i sastojaka. Hijerarhija elemenata ambalaže redefinirana je, a slike proizvoda su realistične. Kôd na poleđini svakog pakiranja povezuje s dodatnim informacijama o marki i artiklu.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Loacker Rebrand Ambalaža za hranu je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Loacker Rebrand Ambalaža za hranu bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Loacker Rebrand Ambalaža za hranu je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: different sizes
Oznake: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
Proizvodna tehnologija: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
Tijek rada: 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.
Članovi tima: Spider Adv, Loacker Team
Zasluge za fotografije: All food images were realized featuring studio PiùLuce.