Stroofee: A Revolution in Packaging Design

Unveiling Matter's Award-Winning Stroop Waffle Packaging

The inspiration for Stroofee's packaging design stemmed from the current age of communication packaging. The design team at Matter recognized the power of a brand to interact with its audience through compelling packaging design. The interesting appearance of the product served as the primary inspiration, with the product shot being the main means of communication with the consumer.

Stroofee's packaging design stands out for its unique properties. The name itself sounds like an entertainer brand, aligning with the strategy and positioning. The packaging visuals represent the flavor in an engaging manner that resonates with the feeling each flavor evokes. This new take on the universal language of emotions and characters makes the design engaging and different from others.

The design was realized using Roto Printing, a popular method for high-volume printing. The technical specifications of the design are 12mm x 10mm. The design tags include waffle, stroop wafel, flavor, packaging, and design, reflecting the essence of the product and the design process.

The design project was executed in Cairo, Egypt, starting from the naming phase in July 2016. After approval, the design phase commenced, and the design was ready for printing in December 2016. The product hit the market in early 2017. The research involved studying the market and identifying a brand gap, which helped in building the brand persona for effective communication with the target audience.

The main challenge was penetrating a new and mature market with a product unfamiliar to the Egyptian market. The packaging design played a crucial role in showcasing the brand's persona and making the product appealing. The result was a playful and bold brand personality with a wide range of flavors that encouraged adults to explore their inner playfulness.

Stroofee's innovative packaging design was recognized with the Silver A' Packaging Design Award in 2017. This prestigious award is given to creative and professionally remarkable designs that demonstrate outstanding expertise and innovation. The award is a testament to the design's strong technical characteristics, splendid artistic skill, and the level of excellence it represents.