Loacker Rebrand Упаковка для продуктов питания by Marco Ventrice

Loacker Rebrand Упаковка для продуктов питания by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Серебряная премия A' Design Award in Дизайн упаковки Competition Category.

СеребрянаяУпаковка· 2022

Loacker Rebrand Упаковка для продуктов питания

by Marco Ventrice

Client: Spider

Серебряная премия A' Design Award Winner in Упаковка Category

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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 Упаковка для продуктов питания

Loacker Rebrand — это система упаковки и фирменного стиля, созданная для исторической продовольственной компании, известной своими вафлями и шоколадными изделиями. Логотип выполнен в форме герба, включающего гору Шилиар, что отсылает к фамилии семьи, её корням и окружающей природе. Каждая продуктовая линейка представлена с чётким описанием рецептуры и ингредиентов. Иерархия элементов упаковки была переосмыслена, а изображения продукции выполнены в реалистичной манере. Код на обратной стороне каждой упаковки ведёт к дополнительной информации о бренде и конкретном продукте.

The Recognition

About the Серебряная премия A' Design Award

Loacker Rebrand Упаковка для продуктов питания — лауреат Серебряной премии A' Design Award, чрезвычайно престижного признания, присуждаемого великолепным, впечатляющим проектам высочайшего уровня. Обладатели Серебряной премии — это в высшей степени блестящие и чрезвычайно творческие работы, демонстрирующие выдающийся опыт, талант и проницательность их авторов. Ожидается, что Loacker Rebrand Упаковка для продуктов питания станет чудесной, образцовой работой, заметно профессиональной и глубоко инновационной. Этот проект, получивший Серебряную премию A' Design Award, — весьма примечательное, вызывающее восхищение изобретение, которое приносит пользу и раздвигает границы искусства, науки, дизайна и технологий. Loacker Rebrand Упаковка для продуктов питания — творение, которому многие завидуют, оно пробуждает желания, дарит положительные чувства и вызывает изумление и восторг.

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.