Loacker Rebrand: A Packaging Revolution

Marco Ventrice's Innovative Approach to Packaging Design

The Loacker Rebrand project was inspired by the brand's rich heritage and close ties to its territory. Loacker is not just a brand, it's a family name and a testament to its roots and nature. This philosophy led to the creation of the Heritage Shield logo, which incorporates the image of Mt. Sciliar, a symbol of Loacker's roots. The logo, inspired by the historical Loacker crest, encapsulates the essence of the brand, its family name, and its connection to nature.

The uniqueness of the Loacker Rebrand lies in its detailed delineation of each product family, emphasizing the recipe and quality of the ingredients. The brand architecture and products have been redefined, with each product featuring the historic claim "Che bontà". A QR code on the back of the pack redirects to storytelling about the brand and the specific item, adding an interactive element to the packaging.

The realization technology behind the packaging varies with the product. For Classic and Quadratini, rotogravure internal printing on laminated foil substrate was used. For Classic Multipack and Premium Patisserie, offset printing over cardboard substrate was employed. This versatility in production techniques showcases the adaptability of the design to different product requirements.

The project, which began in September 2018 and concluded in 2021, was a collaborative effort between Marco Ventrice, Spider Adv, and the Loacker Team. The design process involved multiple interviews with the company, consumers, and suppliers, and a thorough analysis of packaging shapes, product structures, and distinctive features. The final design was tested and verified using neuroscience, measuring consumer attention on the shelves, products, and packaging zones.

The Loacker Rebrand faced several challenges, including communicating the recipe changeover on the packs, highlighting the product's new pluses, and increasing the brand perception. The aim was to strike a balance between the new brand vertical integration and the distinction among the diverse product lines. The final design successfully overcame these challenges, resulting in a packaging system that is both innovative and reflective of the brand's essence.

The Loacker Rebrand by Marco Ventrice was awarded the Silver A' Packaging Design Award in 2022, a testament to its outstanding expertise and innovation. This design is a shining example of how thoughtful design can elevate a brand, communicate its values, and engage consumers in a meaningful way.