Loacker Rebrand Primærfunksjon: Matemballasje av Marco Ventrice

Designet Loacker Rebrand Primærfunksjon: Matemballasje av Marco Ventrice er en høyt ansett vinner av den svært prestisjetunge 2022 A' Design Award i Sølv i konkurransekategorien Emballasjedesign.

SølvEmballasje· 2022

Loacker Rebrand Primærfunksjon: Matemballasje

av Marco Ventrice

Klient: Spider

Vinner av A' Design Award i Sølv i kategorien Emballasje

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Designet

Om Loacker Rebrand Primærfunksjon: Matemballasje

Loacker Rebrand er et emballasje- og merkevareidentitetssystem skapt for et historisk matvareselskap kjent for vafler og sjokoladeprodukter. Logoen har form som et våpenskjold som inkluderer Schlern-fjellet, en referanse til familienavnet, røttene og den omkringliggende naturen. Hver produktfamilie presenteres med en tydelig beskrivelse av oppskriften og ingrediensene. Hierarkiet av emballasjeelementene er redefinert, og produktbildene er realistiske. En kode på baksiden av hver pakke lenker til ytterligere informasjon om merkevaren og produktet.

Anerkjennelsen

Om A' Design Award i Sølv

Loacker Rebrand Primærfunksjon: Matemballasje er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Loacker Rebrand Primærfunksjon: Matemballasje forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Loacker Rebrand Primærfunksjon: Matemballasje er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

Bak designet

Pressepakke

Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.

Unike Egenskaper: 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.
Dimensjoner og Emballasje: different sizes
Stikkord: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
Produksjonsteknologi: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
Designutfordring: 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.
Forskning: 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.
Inspirasjon: 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.
Prosjektvarighet: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
Driftsflyt: 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.
Teammedlemmer: Spider Adv, Loacker Team
Bildekreditering: All food images were realized featuring studio PiùLuce.