Cantucci: food legacy and Italian traditions
The DS1 branding team has released a new product - cantucci cookies for the Italian product line of the brand Representatives of Delicious Food.
The task and the brand
The company Representatives of Delicious Food has been on the food market for 19 years. Over this time the company has gained loyalty thanks to the quality and a responsible approach to the production.
The majority of the brand production – bakery: sushki, baranki, cookies and bakery snacks which are popular among elderly people in general. The brand Representatives of Delicious Food addressed the task of releasing a new product able to rejuvenate the target market to DS1 branding.
Development and realization
DS1 branding had to prepare the release for a product line from scratch to expand the customer segment of the client company. The first product the agency started work on was cantucci cookies with a classical almond flavor.
On the basis of the work and analysis performed, a traditional concept of the packaging in Italian style, famous for its elegance and delicacy was chosen.
Another agency's goal was to demonstrate the status and high quality of the client's product; to convey through the developed image the values of cantucci cookies: the importance of leisurely minutes spent with a cup of coffee. The DS1 branding team proposed the following concepts.
The first concept was based on a combination of Italian cultural patterns and a light airy background, conveying the taste of a light, delicious dessert, perfect for "pausa caffè". It is the gist of hedonistic Italy with its refined yet simple flavors. The centerpiece of the packaging is a delicious and eye-catching food-zone. Unobtrusive but bright visual elements support the concept of an Italian dessert – special and standing out on the cookie shelf.
The second concept was created in a Provence style, a combination of light warm shades was used to convey feelings of pleasure and freedom. The use of unique copyright fonts and views of Italian landscapes makes the cookies stand out from the competitors. The product name is large enough so customer's attention is attracted by these new products. The food-zone and the illustration are combined in the same scale in the foreground, evoking a chain of associations with the European dessert which is now presented on the familiar cookie shelf.
Results and a finished product
During the cooperation of the agency DS1 branding and the company Representatives of Delicious Food, the second design concept in warm shades was chosen. Much attention was paid to the selection of landscapes and views of Italy that perfectly complement the brand image.
As the final option was chosen a picturesque landscape of Tuscan fields, transmitting peace and tranquility with its greenhills and views of the countryside. By the way, Tuscany is the birthplace of cantucci cookies.
The main emphasis in the packaging is on the food-zone. The overall mood conveyed is light and unusual dessert for a tea party. An attractive appetizing effect for the consumer is created thanks to the close-up picture of the cookies: its texture is highlighted, and the almond nuts placed next to it give an association with the taste of the cookies and its nut flavor. "Natural Ingredients" and "Classic Recipe" claims indicate the benefits and traditional flavor of cantucci.
Thanks to a well-developed image of the Cantucci cookies based on a deep research and analysis, the target audience perceive the product in a way they are supposed to: the cookies attract customers who love refined and healthy desserts, prefer rich minimalist design and value precious time they can spend on their own or with loved ones enjoying delicate tastes.
Feedback from the client
Anastasia, brand manager of the company Representatives of Delicious Food
“Initially we asked DS1 branding to design a packaging from scratch referring to the global benchmark among such products. The results met our expectations and even exceeded them. From my point of view, our packaging turned out better than the original.
We haven't produced the goods yet due to the preparations but customers from China and Israel are already interested in the Cantucci taste and visuals of the packaging. We`re completely satisfied with the collaboration with DS1 branding and we`re going to continue it”.
