Loacker Rebrand Matvælaumbúðir by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 A' Design Award í silfri in Umbúðahönnun Competition Category.
SilfurUmbúðir· 2022
Loacker Rebrand Matvælaumbúðir
Client: Spider
A' Design Award í silfri Winner in Umbúðir Category
Verified Award Winner
Verify Award Status for #127989The Design
About Loacker Rebrand Matvælaumbúðir
Loacker Rebrand er kerfi fyrir umbúðir og vörumerkjaímynd sem búið er til fyrir sögufrægt matvælafyrirtæki þekkt fyrir vöfflur og súkkulaðivörur. Merkið tekur á sig mynd skjaldarmerkis sem inniheldur Sciliar-fjallið, tilvísun í ættarnafnið, ræturnar og náttúruna í kring. Hver vörufjölskylda er kynnt með skýrri lýsingu á uppskriftinni og innihaldsefnunum. Stigveldi umbúðaþáttanna hefur verið endurskilgreint og vörumyndirnar eru raunsæjar. Kóði aftan á hverri pakkningu tengir við frekari upplýsingar um vörumerkið og vöruna.
The Recognition
About the A' Design Award í silfri
Loacker Rebrand Matvælaumbúðir vann A' Design Award í silfri, gífurlega virta viðurkenningu sem veitt er hönnunarverkum í fremstu röð, stórfallegum og áhrifamiklum. Sigurvegarar í silfri eru ákaflega snjöll og afar skapandi verk sem sýna framúrskarandi sérfræðiþekkingu, hæfileika og skarpskyggni hönnuða sinna. Þess er vænst að Loacker Rebrand Matvælaumbúðir sé dásamlegt sýningarverk sem er einstaklega fagmannlegt og djúpt nýstárlegt. Þetta hönnunarverk sem vann A' Design Award í silfri er mjög athyglisverð, dáð uppfinning sem gagnast og færir mörk listar, vísinda, hönnunar og tækni fram á við. Loacker Rebrand Matvælaumbúðir er mjög öfunduð sköpun sem vekur langanir, færir jákvæðar tilfinningar og kveikir undrun og aðdáun.
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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