Approaching brand evolution is no easy endeavor. There are elements that have built measurable equity that should be reinforced while other elements have little to no equity at all. Understanding which is which takes a mix of research, consumer data, and gut. The team at Backbone Branding demonstrates how to successfully do this in their rejuvenated packaging for Iranian-based brand Tak Makaron.
The new look and feel is based on the idea of a classic cookbook…in fact, it actually looks like one. It’s a brilliant way to reinforce connectivity to their primary patron, folks who bake at home. Backbone shifts away from the swooping shape container used to house the gingham pattern and, instead, uses that pattern as an anchoring foundational element to create congruity between each SKU.
The design solution leverages color, numbering and photography to position each unique flavor mix to make it easy to identify on the shelf without losing the power of ribbonization. The numbers add to the cookbook feel creating a series which furthers that collection aspect.
As if the design wasn’t great enough, the team pushed the envelope with finishing techniques to add a pop with spot varnishes that catch the light. This little touch has a big impact on messaging the quality level of the products.
Designed by Backbone Branding