Creation of the Lajkonik sub-brand within the salty bread category, with an emphasis on quality and naturalness – with this task the leader in the salty bread category in Poland – The Lorenz Bahlsen Snack – turned to us.
The new sub-brand should stand out from the competition and be the answer to the nutritional trends and consumer needs related to the search for natural, artisanal products of higher quality. At the initial stage we have prepared several creative concepts covering name and corresponding packaging design solutions so as to create a clear, brief world of the new sub-brands. After several stages of consumer research the concept was chosen and refined – Lajkonik Wypiekarnia
Lajkonik Wpiekarnia operates within the framework of precisely specific world brand. Individual packaging details thought out and carefully designed – starting from the logotype in craft character, through appetizing and natural images of products, communication
of benefits product icons, handwritten typography, up to the background referring to the craft nature of the products. All these elements ensure full consistency and transparency: reflect the nature of the product and are a promise of taste and quality.
The challenge of the project was to achieve consistency and synergy on product level, its name, packaging and matching to the architecture of the Lajkonik brand. Our assumption was to propose product in such a way that the consumer immediately knew that he was reaching for a natural snack, made of good ingredients, prepared according to careful recipes. Both studies consumer as well as the first reactions reaching us from the market confirm that Lajkonik Wypiekarnia is responding to the needs of Polish, conscious consumer.Agnieszka Szymkowiak Marketing Manager