Loacker Rebrand Envases para alimentos de Marco Ventrice

El diseño Loacker Rebrand Envases para alimentos de Marco Ventrice es un ganador altamente estimado del prestigioso 2022 A' Design Award de Plata en la categoría de competición Diseño de Envases.

PlataEnvases· 2022

Loacker Rebrand Envases para alimentos

de Marco Ventrice

Cliente: Spider

Ganador del A' Design Award de Plata en la Categoría Envases

33,693

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Colores

El Diseño

Acerca de Loacker Rebrand Envases para alimentos

Loacker Rebrand es un sistema de packaging e identidad de marca creado para una histórica empresa alimentaria conocida por sus barquillos y productos de chocolate. El logotipo adopta la forma de un escudo de armas que incluye el monte Sciliar, en referencia al apellido familiar, a las raíces y a la naturaleza circundante. Cada familia de productos se presenta con una descripción clara de la receta y de los ingredientes. Se ha redefinido la jerarquía de los elementos del envase y las imágenes del producto son realistas. Un código en la parte posterior de cada envase enlaza con información adicional sobre la marca y el artículo.

El Reconocimiento

Acerca del A' Design Award de Plata

Loacker Rebrand Envases para alimentos ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Loacker Rebrand Envases para alimentos sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Loacker Rebrand Envases para alimentos es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

Detrás del Diseño

Kit de Prensa

Créditos, miembros del equipo y detalles técnicos proporcionados por el diseñador.

Propiedades Únicas: 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.
Dimensiones y Embalaje: different sizes
Etiquetas: Loacker, brand, creative, branding, logo, packaging, design, rebrand, redesign, food, wafer, chocolate
Tecnología de Producción: Classic and Quadratini: rotogravure internal printing on laminated foil substrate. Classic Multipack and Premium Patisserie: Offset printing over cardboard substrate.
Desafío de Diseño: 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.
Investigación: 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.
Inspiración: 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.
Duración del Proyecto: The project started in September 2018 between Torino and Bolzano, and finished in 2021.
Flujo de Operación: 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.
Miembros del Equipo: Spider Adv, Loacker Team
Créditos de Imagen: All food images were realized featuring studio PiùLuce.