Ko te hoahoa Marlenka Takai nā David Kantor he kaitoa whakahirahira o te 2025 A' Design Award Parahi i te Wāhanga Whakataetae Hoahoa Takai.

ParahiTakai· 2025

Marlenka Takai

nā David Kantor

Kiritaki: Marlenka International s.r.o.

Kaitoa o te A' Design Award Parahi i te Wāhanga Takai

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Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Marlenka Takai

Ko te hoahoa anō i te takai Marlenka e aro ana ki te hoahoa mārama, motuhake e whakaū ana i te tūnga kaha i runga papa hokohoko me te rerekētanga mārama puta noa i te rārangi hua. Kua hoahoatia te pūnaha takai kia whakawhiwhi i te kanorau o ngā keke me ngā reka honi, mā te whakamahi i tētahi tikanga whakaritea hei whakarāwahi i ngā reka, ngā hōputu, me ngā rahi. Ko ngā āhuatanga ātaahua kounga teitei hei whakapiki i te tōnga hua, ka tautiakina te kounga whakaharahara mā ngā rauemi auaha me ngā hangarau tā tāmata. Ko te hoahoa pai rawa atu ehara noa i te whakapiki i te wheako kaihoko engari kei te whakakaha hoki i te tuakiri waitohu o Marlenka me tōna tūnga mākete.

Te Whakamihi

Mō te A' Design Award Parahi

Ko Marlenka Takai te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Marlenka Takai he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Marlenka Takai i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: The project for Marlenka's honey cake packaging redesign focuses on a clean, strong design that ensures clear differentiation on shelves and within the product range. The packaging covers a variety of cakes and honey desserts with a system to distinguish flavors, types, and sizes. High-quality visual enhances the product's appeal, while innovative materials and precise printing technologies guarantee excellent results. The design supports Marlenka's brand.
Inenga & Pēketanga: The portfolio includes a variety of products in different sizes, made from high-quality cardboard and paperboard for durability up to nine months. Printed in five to six colors, each piece features three layers of special coating for a refined matte finish. Elegant embossing enhances every product, while select items are accented with luxurious gold foil stamping, adding a sophisticated touch and emphasizing their premium quality.
Tūtohu: marlenka, redesign, packaging,
Hangarau Whakanao: A special photographic technique called "stacking" was used for the visuals, where multiple shots are layered to achieve outstanding sharpness and detail. In total, over 2,000 photographs were meticulously captured and gradually combined to create the final high-quality images.
Wero Hoahoa: Differentiating from competitors was one of the key challenges, as many imitators and plagiarists of the original design were found (even today). A significant departure from other brands was essential. Additionally, the packaging needed "cleaning" from distracting elements using modern typography.
Rangahau: The market research focused on identifying current packaging design trends across markets and benchmarking against leading global brands in the sweets sector. We assessed consumer reactions to existing packaging using heat maps, which were later applied to test the new packaging's functionality. Previous design has always been top-tier, but with evolving aesthetic standards, we needed to innovate. The goal was to unify and update the visual style, ensuring consistency across packaging and communication channels.
Whakaaweawe: The project was inspired by the increasing demands in the packaging industry, focusing on innovative design solutions that merge modern technologies with practical user needs. Our goal was to create a design that is both functional and visually appealing, drawing inspiration from global trends and successful packaging implementations. As the packaging no longer met modern aesthetic standards and competitors began replicating design elements, we decided to completely reinvent the visual style, unify it, and enhance communication across all channels, including licensed products.
Roanga o te Kaupapa: The project started in July 2023 and finished in February 2025. The project took place in Czech Republic.
Rerenga Mahi: The key visual, centrally positioned, is designed to be easily modifiable and adaptable to various formats and products. At the same time, the different elements are clearly distinguishable by their descriptors. This ensures a strong brand block, maintaining consistency across all materials.
Ngā Mema o te Rōpū: David Kantor
Radek Vysocký
Vojtěch Halamíček
Whakamana Whakaahua: David Kantor
Petr Vaněk