I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Schulstad – bun packaging design
Lantmannen Unibake (now Bagerstat) is the largest manufacturer and supplier of baked goods for the HoReCa market. The fresh buns, puff pastries, and croissants we buy in our coffee shops are baked on-site, but are produced and delivered to our cafes frozen. One of the best-selling categories in HoReCa is hot dog and burger buns. This category is also growing in retail, as many consumers enjoy the opportunity to prepare restaurant-quality dishes at home. We were tasked with developing packaging design for the company's retail line – burger and hot dog buns.
Дизайн упаковки, Разработка логотипа
2020
ANALYTICS. The burger and hot dog bun category has long been a distinct retail space, featuring local players, large bakeries, and Western manufacturers. A distinctive feature of this category is the use of colors and elements of the American flag, as well as red, a color often seen in the packaging designs of traditional bakeries. We moved away from traditional color schemes while maintaining clear product communication. Despite the large number of competitors, we chose a freer approach – the idea of depicting a food truck. We found that city dwellers associate burgers with the concept of street food, and a food truck is a recognizable attribute in this consumption situation.
PACKAGING DESIGN. The packaging design concept is based on the image of a food truck. A clear image that communicates authenticity and evokes a specific mood. The design communicates that the packaging contains the same buns for real hot dogs and burgers that we are accustomed to ordering in cafes and food courts.
