Aside from creating a visual identity for a new branch of the client's company, related to food products, more specifically cakes and desserts, the client also intended to have us creating the packaging for the whole range of products and merchandising items.
Lusochef aims at providing a professional range of products of easy execution to the end consumer that, in spite of not being a professional chef, can always get perfect results in their desserts. Their product is distributed as powder that, once gathered with different other ingredients (e.g. oil, butter or milk) create a dough for cooking.
They wished to distribute this premium segment of the company in the home country, but mainly expected to go through the process of internationalization, exporting the product to neighboring countries with high Portuguese emigration rates. This fact is due to their intent of working mainly with typical Portuguese desserts and flavors. Their main goal was to reach emigrants and get their brand to help people recall Portugal, their homeland, and their favorite typical desserts, but also make themselves and their products known abroad, always keeping in mind that this was a Portuguese product.
We were responsible for creating the visual identity for the brand Lusochef and the respective identity manual, merchandising items and the packaging.
Our methodology rested on a long process of competitive review and conceptualization, as we knew the packages needed to take into account the Portuguese traditional aesthetic as a main prerequisite.
We have drawn inspiration from the art of Portuguese tiles. The tile is a traditional and identifying element of the Portuguese culture. The manually painted blue strokes always hold a story and represent a sophistication of a conventionally poor material that is the tile, and praise their nature as a means of aesthetic requalification of a space.
There were six major ranges of products: cakes, jellies, mousses, puddings and two different types of creams. As such, we found it important to associate each gamut to a different pattern of tiles, as showcased in the images, creating various patterns and strokes for the meshes of the packages. Moreover, for each range of products there are dozens of different flavors. This detail helped us define that the packaging would also have to be distinctive according to the color of the associated flavor or specific fruit.
In order to stand out from other packages in the supermarkets, we moved away from a simple square box and decided for a more elegant approach on the shape of the package: always keeping in mind to be equally easy to stack for distribution and storage, and the necessary space occupied on a shelf. In this case, we opted to create six package heights, depending on the amount of space they could occupy on the shelf and the way products are displayed at Portuguese supermarkets (e.g. puddings are usually displayed lying; creams are sold in smaller packages as they are more lightweight).
The desserts shown in the packages are in fact the actual final product after cooking, and thus we were also responsible for all of the photography and image editing on the packages.
Although the distribution channel is still very recent, the client has noticed the positive consumer reaction. The meetings with those responsible for distribution and the supermarkets themselves are very enthusiastic and sales are on the rise. We could not withhold the fact that consumers also mention that the package really stand out in the shelf, as other competitors' packaging is not "as natural and true" or is "very 3D like".
Moreover, there have been orders for other niche stores such as cake design shops and specialty houses that are also interested in their products.
Zeni · Creative Thinking
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