Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai by Marco Ventrice

Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 A' Design Award Hiriwa in Hoahoa Takai Competition Category.

HiriwaTakai· 2022

Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai

by Marco Ventrice

Client: Spider

A' Design Award Hiriwa Winner in Takai Category

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Verified Award Winner

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Colors

The Design

About Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai

Ko te Loacker Rebrand he pūnaha whakakīnaki me te tuakiri waitohu i hangaia mō tētahi kamupene kai rongonui e mōhiotia ana mō āna hua wafer me te tiakarete. Ka noho te moko hei tohu pakitara e whakauru ana i a Maunga Sciliar, he tohutoro ki te ingoa whānau, ngā pakiaka me te taiao huri noa. Ka whakaaturia ia whānau hua me te whakaahuatanga mārama o te tohu tunu me ngā kai. Kua tautuhia anōtia te raupapa o ngā wāhanga whakakīnaki, ā, he pono ngā whakaahua hua. Ko tētahi waehere kei muri o ia pēke ka hono ki ētahi atu mōhiohio mō te waitohu me te taonga.

The Recognition

About the A' Design Award Hiriwa

Ko Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Loacker Rebrand Te Mahi Matua: Te Whakakīnaki Kai he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

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.