Wickbold is a pioneering company and a leader in the bread market, offering a wide assortment of products, among which its lines of special and healthy products.
Food and baverages
The company was looking for a new and more impacting visual identity to call the attention of Scooby-Doo! mini loaf consumers.
It decided then to innovate its line of mini loaves by increasingly focusing on children. It also decided to fully redesign its packaging and, to take advantage of the Scooby-Doo! character’s widespread recognition, it decided to launch two other products: crustless sliced bread and wholemeal crustless sliced bread.
Pande raised some questions on how to more significantly explore that character’s context in the new packaging when compared to the old packaging. Pande developed a competition analysis and came up with some solutions that pointed to the designing of mini loaf packages with more entertaining elements; the production of crustless bread more appealing to families; and the absence of color standardization as per product variant in the different categories.
On the creative side, we were concerned with the Scooby-Doo! character’s attitude and impact, and so we added greater fun to the packages by increasing the presence of "glutton Scooby", and suggested a different character pose in every packaging. Fun and Nutrition are the keywords of our work here. To provide for a clear hierarchy of information, we kept the strong color code known to consumers, but also included graphic and pictorial elements from that character’s own universe.
We increased Wickbold brand’s relevance when compared to the Scooby-Doo! name, by grouping all the information on the upper part of the packaging to provide greater visibility. And we kept a cleaner structure with greater transparency to ensure direct product identification.