Loacker Rebrand Voedselverpakking by Marco Ventrice

Loacker Rebrand Voedselverpakking by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 A' Design Award in Zilver in Verpakkingsontwerp Competition Category.

ZilverVerpakking· 2022

Loacker Rebrand Voedselverpakking

by Marco Ventrice

Client: Spider

A' Design Award in Zilver Winner in Verpakking Category

32,520

Verified Award Winner

Verify Award Status for #127989

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Loacker Rebrand Voedselverpakking

Loacker Rebrand is een verpakkings- en merkidentiteitssysteem dat werd ontwikkeld voor een historisch levensmiddelenbedrijf dat bekendstaat om zijn wafels en chocoladeproducten. Het logo heeft de vorm van een wapenschild met daarin de Sciliar-berg, een verwijzing naar de familienaam, de wortels en de omringende natuur. Elke productfamilie wordt gepresenteerd met een heldere beschrijving van het recept en de ingrediënten. De hiërarchie van de verpakkingselementen is opnieuw gedefinieerd en de productafbeeldingen zijn realistisch. Een code op de achterkant van elke verpakking verwijst naar aanvullende informatie over het merk en het product.

The Recognition

About the A' Design Award in Zilver

Loacker Rebrand Voedselverpakking is winnaar van de A' Design Award in Zilver, een buitengewoon prestigieuze erkenning die wordt toegekend aan topontwerpen die prachtig en indrukwekkend zijn. Winnaars in Zilver zijn enorm briljante en uiterst creatieve werken die de uitmuntende expertise, het talent en de scherpzinnigheid van hun ontwerpers illustreren. Loacker Rebrand Voedselverpakking wordt verwacht een prachtig paradepaardje te zijn dat opmerkelijk professioneel en diepgaand innovatief is. Dit ontwerp dat de A' Design Award in Zilver heeft gewonnen, is een hoogst opmerkelijke, bewonderde uitvinding die baat en de grenzen van kunst, wetenschap, ontwerp en technologie verlegt. Loacker Rebrand Voedselverpakking is een zeer benijde creatie die verlangens oproept, positieve gevoelens brengt en verbazing en verwondering doet ontvlammen.

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.