Loacker Rebrand Primárna funkcia: Obaly na potraviny od Marco Ventrice

Dizajn Loacker Rebrand Primárna funkcia: Obaly na potraviny od dizajnéra Marco Ventrice je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2022 Strieborná cena A' Design Award v súťažnej kategórii Dizajn obalov.

StriebornáObaly· 2022

Loacker Rebrand Primárna funkcia: Obaly na potraviny

od Marco Ventrice

Klient: Spider

Víťaz ocenenia Strieborná cena A' Design Award v kategórii Obaly

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Dizajn

O dizajne Loacker Rebrand Primárna funkcia: Obaly na potraviny

Loacker Rebrand je systém obalov a značkovej identity vytvorený pre historickú potravinársku spoločnosť známu svojimi oblátkami a čokoládovými výrobkami. Logo má podobu erbu, ktorý zahŕňa horu Sciliar ako odkaz na rodinné meno, korene a okolitú prírodu. Každý rad výrobkov je prezentovaný s jasným popisom receptúry a zložiek. Hierarchia obalových prvkov bola nanovo definovaná a obrázky produktov sú realistické. Kód na zadnej strane každého balenia odkazuje na ďalšie informácie o značke a danom produkte.

Ocenenie

O ocenení Strieborná cena A' Design Award

Loacker Rebrand Primárna funkcia: Obaly na potraviny je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Loacker Rebrand Primárna funkcia: Obaly na potraviny sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Loacker Rebrand Primárna funkcia: Obaly na potraviny je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: different sizes
Štítky: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
Výrobná technológia: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
Pracovný postup: 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.
Členovia tímu: Spider Adv, Loacker Team
Zdroje obrázkov: All food images were realized featuring studio PiùLuce.