Brief
Bahlsen acquired one of the leading state-owned Polish biscuit manufacturing companies in 1993, and appointed Nucleus to rebrand and design a completely revised range of product packaging for the established ‘Lajkonik’ brand. It was an intriguing brief: an opportunity to consider the impact of ‘Western’ European standards of consumer packaging soon after the Berlin Wall had come down, within the fast-changing Eastern European market.
Solution
We proposed an evolution of the distinctive Lajkonik Knight emblem that retained its link to the past, but interpreted with graphic 'punch' and a range of packaging design solutions that enhanced Lajkonik’s reputation for good quality produce within the Polish baking tradition. However, we were careful to ensure that the brand and packaging still looked Polish: yet inspired and highly attractive to local consumers. We used straightforward, unfussy graphics and illustrations with strong typography and colours that communicated value for money. Our branding and packaging designs were then applied to the whole product range.
Results
The Lajkonik brand is one of the success stories of Polish food manufacturing. Our product packaging coincided with the complete modernisation of the plant and increased production volumes – supporting rapid growth throughout the whole country. The company extended its product range and enjoyed sustained popularity, winning numerous awards for product quality and celebrated its 100-year anniversary in 2010.