Loacker Rebrand Primārā funkcija: Pārtikas iepakojums — Marco Ventrice

Darbs Loacker Rebrand Primārā funkcija: Pārtikas iepakojums, kura autors ir Marco Ventrice, ir augsti novērtēts un ļoti prestižās 2022 Sudraba balva A' Design Award ieguvējs kategorijā Iepakojuma dizains.

SudrabaIepakojums· 2022

Loacker Rebrand Primārā funkcija: Pārtikas iepakojums

Autors: Marco Ventrice

Klients: Spider

Sudraba balva A' Design Award ieguvējs kategorijā Iepakojums

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Dizains

Par Loacker Rebrand Primārā funkcija: Pārtikas iepakojums

Loacker Rebrand ir iepakojuma un zīmola identitātes sistēma, kas radīta vēsturiskam pārtikas uzņēmumam, kurš pazīstams ar vafeļu un šokolādes izstrādājumiem. Logotips ir veidots ģerboņa formā, kurā ietverts Šlernas kalns (Mount Sciliar) — atsauce uz ģimenes uzvārdu, saknēm un apkārtējo dabu. Katra produktu saime tiek pasniegta ar skaidru receptes un sastāvdaļu aprakstu. Iepakojuma elementu hierarhija ir pārdefinēta, un produktu attēli ir reālistiski. Kods katra iepakojuma aizmugurē ved uz papildu informāciju par zīmolu un konkrēto izstrādājumu.

Atzinība

Par Sudraba balva A' Design Award

Loacker Rebrand Primārā funkcija: Pārtikas iepakojums ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Loacker Rebrand Primārā funkcija: Pārtikas iepakojums būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Loacker Rebrand Primārā funkcija: Pārtikas iepakojums ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.

Aiz dizaina

Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: 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.
Izmēri un iepakojums: different sizes
Birkas: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
Ražošanas tehnoloģija: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
Dizaina izaicinājums: 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.
Pētījums: 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.
Iedvesma: 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.
Projekta ilgums: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
Darbības plūsma: 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.
Komandas dalībnieki: Spider Adv, Loacker Team
Attēlu autori: All food images were realized featuring studio PiùLuce.