Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa by Marco Ventrice

Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.

IfezaIpaki· 2022

Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa

by Marco Ventrice

Client: Spider

Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category

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Colors

The Design

About Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa

Loacker Rebrand ni uburyo bw'ipfundikwa n'ikimenyetso cy'ikirango byakorewe isosiyete y'ibiribwa ya kera izwi ku bijyanye na wafer na produits za shokora. Ikirango gifite ishusho y'inkweto y'ubwoko irimo Umusozi Sciliar, uwerekeza ku izina ry'umuryango, imizi n'ibidukikije bikikije. Buri bwoko bw'ibicuruzwa buboneka bufite ibisobanuro bisobanutse ku buryo bwo gutegura n'ibigize. Urutonde rw'ibice by'ipfundikwa rwongeye kugenwa kandi amashusho y'ibicuruzwa ni ay'ukuri. Kode iri inyuma ya buri gipfundikijwe iganisha ku makuru y'inyongera yerekeye ikirango n'ikintu.

The Recognition

About the Igihembo cya A' Design Award cya Ifeza

Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Loacker Rebrand Primary Function: Ipfundikwa ry'Ibiribwa ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

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.