设计师 Marco Ventrice 的作品 Loacker Rebrand 食品包装荣获了极具声望的 2022 A' Design Award 银奖，竞赛类别为包装设计。

银包装· 2022

Loacker Rebrand 食品包装

设计师： Marco Ventrice

客户: Spider

包装类别A' Design Award 银奖获奖者

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已验证的获奖者

验证 #127989 的获奖状态

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设计作品

关于 Loacker Rebrand 食品包装

Loacker品牌重塑是为一家以威化饼与巧克力产品闻名的老牌食品企业打造的包装与品牌识别系统。标志采用盾徽的形式,其中融入了席勒山(Mount Sciliar)的形象,呼应家族姓氏、品牌根源以及周边的自然环境。每一产品系列都清晰标注了配方与原料说明。包装各视觉元素的层级关系经过重新梳理,产品图像则以写实手法呈现。每个包装背面均设有一个识别码,可链接至有关品牌与该产品的更多信息。

荣誉认可

关于A' Design Award 银奖

Loacker Rebrand 食品包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Loacker Rebrand 食品包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Loacker Rebrand 食品包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: different sizes
标签: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
生产技术: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
操作流程: 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.
团队成员: Spider Adv, Loacker Team
图片版权: All food images were realized featuring studio PiùLuce.