Silver Packaging Design · 2022
Loacker Rebrand Packaging
- A' Design Award 2022 Silver Winner in Packaging Design
- Awarded April 15, 2022
- CLIENT: Spider
- Estimated Number of Design Views: 32,383
- Verification code 5EFF977DC1 · Verify this award
About Loacker Rebrand Packaging
Loacker Rebrand is a packaging and brand identity system created for a historic food company known for wafers and chocolate products. The logo takes the form of a coat of arms that includes Mount Sciliar, a reference to the family name, the roots and the surrounding nature. Each product family is presented with a clear description of the recipe and the ingredients. The hierarchy of the packaging elements has been redefined and the product images are realistic. A code on the back of each pack links to further information about the brand and the item.
Press Kit
- 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.
- 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.
- 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.
- Image Credits
- All food images were realized featuring studio PiùLuce.
Colors of Loacker Rebrand Packaging
Get Loacker Rebrand Packaging
Strategic Branding and Package Design
We transform brands through strategic design thinking and innovative packaging solutions. Our research-driven approach combines creative excellence with market insights to develop comprehensive brand systems that resonate with consumers and drive business growth.
G0E24 ShopDesign Interview about Loacker Rebrand Packaging
To reflect and express Loacker values within their logo: the strategy’ goal was to achieve a One Brand, while aiming to its recognition but with the possibility of differentiating the Company’ several product lines.
We were looking for a refreshed and contemporary design compared to the past one, which hasn’t gone through any major changes in the last 30 years old.
The work done on the brand identity and its recognizability, will allow us in the future to easily brand stretching on other product categories.
The project lasted 3 working years hand-in-hand with the Loacker Marketing Team, a long hike that virtually took us on the top of Mt Scillar, their Home.
The design goal was to strengthen the bound between Loacker and its territory: Mt Scillar is what the Company pictures daily as its view and Nature becomes an essential character to obtain the premium quality of their products.
As previously emphasized this project is highly tailor made, just like every other work of ours.
All Loacker products make use of the new packaging design system and are currently distributed in all supermarket chains worldwide.
All Loacker products make use of the new packaging design system and are currently distributed in all supermarket chains worldwide.
The Client’s need to renew their image while preserving the brand recognition gained through years all around the world.
We’ve been inspired by the historical family coats of arms to design Loacker’s Heritage Shield, it embodies a specific essence: Family, Origin and Nature. Whereas the unmistakable silhouette of the Altotesine peak carries on characterizing Loacker in a very distinctive way, a direction choice which explicitly clarified the path to take: one brand, many adventures.
We focused on a design open to a very wide target, in terms of age and cultural backgrounds so to be enjoyed by
today’s consumer and even more important by those of tomorrow.
today’s consumer and even more important by those of tomorrow.
By employing the Heritage Shield we have highlighted the authenticity and recognizability of the Brand identity, intrinsics features of their traditional products.
The project is called “Unify the Brand”, expressly because prior to our restyling, the design was not quite homogeneous and it was handled in so many different ways and so much so, that it turned undistinguishable to the consumer eyes.
We started by analyzing the Brand design history, studied all existing products and packagings, plus assessed analysis charts, data and market researches. And of course, the avail of the Adobe suite software.
The premium customization performed specifically for the Client and on Brand.
This is the result of our Team work, a squad that’s working at an Agency specialized in branding and packaging design though… All images used on the packs were realized in collaboration with photography studio +Luce.
As you know better than me, a major one, as usual in this line of work… but our starting point is always a blank paper and a pen.
We carried out some street researches, we’ve interviewed several persons, doing so has facilitated presenting our thought process to the Client, whom provided us with market data and inquests developed on a very large number of consumers. The most effective proposals were employed on 5 of Loacker most iconic good and then tested by means of neuroscience, measuring the consumers attentiveness by focusing on their glance on the shelves, on the product and on the packaging zone. Once that step was concluded, we passed on to POS market tests, all to come to the achievemet of a final choice, the one we see every day on the large-scale distribution racks.
tests and analysis by Brainsigns and Dialogica.
tests and analysis by Brainsigns and Dialogica.
Task n 1: find a vocabulary which links Client and Agency. Task n 2: be able to identify a contemporary design, still recognizable to all Loacker long time enthusiasts. task n 3: the design had to be appreciated and recognized by most of the consumers in order to convince all of the Company’ stakeholder in each country, different for culture e customs.
Is our opinion that the project, in its total complexity, deserved to come face-to-face with an international jury.
The concurrent global launch improved our ability to manage a very articulated workflow with several references and products. Un ulteriore sfida è stata quella di rappresentare un prodotto tanto semplice nella sua genuinità, quanto complesso da esprimere fotograficamente.