Loacker Rebrand Primary Function: Meputso ea Lijo by Marco Ventrice

Loacker Rebrand Primary Function: Meputso ea Lijo by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2022

Loacker Rebrand Primary Function: Meputso ea Lijo

by Marco Ventrice

Client: Spider

Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category

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Verified Award Winner

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Colors

The Design

About Loacker Rebrand Primary Function: Meputso ea Lijo

Loacker Rebrand ke sistimi ea meputso le boitsebiso ba lebitso e entsoeng bakeng sa khampani ea histori ea lijo e tsejoang ka li-wafer le lihlahisoa tsa tjokolete. Lets'oao le nka sebopeho sa "coat of arms" e kenyelletsang Thaba ea Sciliar, e supang lebitso la lelapa, metso le tlhaho e e potolohileng. Lelapa ka leng la lihlahisoa le hlahisoa ka tlhaloso e hlakileng ea resepe le lisebelisoa. Tatellano ea likarolo tsa meputso e hlalositsoe hape 'me litšoantšo tsa lihlahisoa li nepahetse. Khoutu e ka morao ho pakete e 'ngoe le e 'ngoe e hokahanya le tlhaiso-leseling e eketsehileng mabapi le lebitso le ntho.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Loacker Rebrand Primary Function: Meputso ea Lijo ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Loacker Rebrand Primary Function: Meputso ea Lijo e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Loacker Rebrand Primary Function: Meputso ea Lijo ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

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.