We had the distinct pleasure to interview award winning designer Marco Ventrice about their original and creative Packaging design work. Marco Ventrice is an award-winning communication designer, that makes our world a better place with their original packaging works.
Marco Ventrice ("MV") answered Design Interview ("DI") questions about their award-winning work Loacker Rebrand Packaging. Interview questions prepared by Frank Scott.
MV : To reflect and express Loacker values within their logo: the strategy’ goal was to achieve a One Brand, while aiming to its recognition but with the possibility of differentiating the Company’ several product lines.
MV : We were looking for a refreshed and contemporary design compared to the past one, which hasn’t gone through any major changes in the last 30 years old.
MV : The work done on the brand identity and its recognizability, will allow us in the future to easily brand stretching on other product categories.
MV : The project lasted 3 working years hand-in-hand with the Loacker Marketing Team, a long hike that virtually took us on the top of Mt Scillar, their Home.
MV : The design goal was to strengthen the bound between Loacker and its territory: Mt Scillar is what the Company pictures daily as its view and Nature becomes an essential character to obtain the premium quality of their products.
MV : As previously emphasized this project is highly tailor made, just like every other work of ours. All Loacker products make use of the new packaging design system and are currently distributed in all supermarket chains worldwide.
MV : The Client’s need to renew their image while preserving the brand recognition gained through years all around the world.
MV : We’ve been inspired by the historical family coats of arms to design Loacker’s Heritage Shield, it embodies a specific essence: Family, Origin and Nature. Whereas the unmistakable silhouette of the Altotesine peak carries on characterizing Loacker in a very distinctive way, a direction choice which explicitly clarified the path to take: one brand, many adventures.
MV : We focused on a design open to a very wide target, in terms of age and cultural backgrounds so to be enjoyed by today’s consumer and even more important by those of tomorrow.
MV : By employing the Heritage Shield we have highlighted the authenticity and recognizability of the Brand identity, intrinsics features of their traditional products.
MV : The project is called “Unify the Brand”, expressly because prior to our restyling, the design was not quite homogeneous and it was handled in so many different ways and so much so, that it turned undistinguishable to the consumer eyes.
MV : We started by analyzing the Brand design history, studied all existing products and packagings, plus assessed analysis charts, data and market researches. And of course, the avail of the Adobe suite software.
MV : The premium customization performed specifically for the Client and on Brand.
MV : This is the result of our Team work, a squad that’s working at an Agency specialized in branding and packaging design though… All images used on the packs were realized in collaboration with photography studio +Luce.
MV : As you know better than me, a major one, as usual in this line of work… but our starting point is always a blank paper and a pen.
MV : We carried out some street researches, we’ve interviewed several persons, doing so has facilitated presenting our thought process to the Client, whom provided us with market data and inquests developed on a very large number of consumers. The most effective proposals were employed on 5 of Loacker most iconic good and then tested by means of neuroscience, measuring the consumers attentiveness by focusing on their glance on the shelves, on the product and on the packaging zone. Once that step was concluded, we passed on to POS market tests, all to come to the achievemet of a final choice, the one we see every day on the large-scale distribution racks. tests and analysis by Brainsigns and Dialogica.
MV : Task n 1: find a vocabulary which links Client and Agency. Task n 2: be able to identify a contemporary design, still recognizable to all Loacker long time enthusiasts. task n 3: the design had to be appreciated and recognized by most of the consumers in order to convince all of the Company’ stakeholder in each country, different for culture e customs.
MV : Is our opinion that the project, in its total complexity, deserved to come face-to-face with an international jury.
MV : The concurrent global launch improved our ability to manage a very articulated workflow with several references and products. Un ulteriore sfida è stata quella di rappresentare un prodotto tanto semplice nella sua genuinità, quanto complesso da esprimere fotograficamente.
