Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula by Marco Ventrice is a highly esteemed winner of the very prestigious 2022 Tuzo ya Fedha ya A' Design Award in Usanifu wa Ufungashaji Competition Category.
FedhaUfungashaji· 2022
Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula
Client: Spider
Tuzo ya Fedha ya A' Design Award Winner in Ufungashaji Category
Verified Award Winner
Verify Award Status for #127989The Design
About Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula
Loacker Rebrand ni mfumo wa ufungashaji na utambulisho wa chapa ulioundwa kwa ajili ya kampuni ya kihistoria ya vyakula inayojulikana kwa bidhaa za wafers na chokoleti. Nembo hii inachukua umbo la ngao ya nembo inayojumuisha Mlima Sciliar, ikirejelea jina la familia, mizizi na maumbile yanayozunguka. Kila familia ya bidhaa inawasilishwa na maelezo wazi ya mapishi na viungo. Mfumo wa mpangilio wa vipengele vya ufungashaji umefafanuliwa upya na picha za bidhaa ni halisi. Msimbo ulio nyuma ya kila kifungashio unaunganisha na taarifa zaidi kuhusu chapa na bidhaa hiyo.
The Recognition
About the Tuzo ya Fedha ya A' Design Award
Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula ni mshindi wa Tuzo ya Fedha ya A' Design Award, utambuzi wenye heshima kubwa ya ajabu unaotolewa kwa miundo ya hali ya juu kabisa, ya kupendeza na ya kuvutia. Washindi wa Fedha ni kazi zinazong'aa mno na bunifu kupita kiasi zinazoonyesha utaalamu bora, kipaji na busara ya wabunifu wao. Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula inatarajiwa kuwa kazi nzuri ya kuigwa ambayo ni ya kitaalamu kwa kiasi kikubwa na yenye ubunifu wa kina. Muundo huu ulioshinda Tuzo ya Fedha ya A' Design Award ni uvumbuzi unaojulikana sana na kupendwa, unaonufaisha na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Loacker Rebrand Kazi Kuu: Ufungashaji wa Chakula ni kazi inayotamaniwa mno inayochochea hamu, huleta hisia chanya na huzua mshangao na mastaajabu.
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.
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