Lajkonik is the undisputed leader of salty bread on the Polish market. The brand is valued for many years of tradition, high quality and iconic taste of its products. A brand that draws on tradition but quickly responds to market trends and has decided to take the next step. Expanding the portfolio with a new product – minimized to a handy format – required our design agency to effectively communicate its main advantages: excellent taste, extraordinary convenience of consumption and unique size.

New branding

The new subline was to stand out from the competition and be a response to the constantly changing needs of consumers and the search for more “mobile” snacks that could be “immediately” munched. The strategic goal was also to introduce the effect of novelty in the Lajkonik cracker category, as well as to stand out on the very competitive salty bread market.

A recognizable packaging design for MINI crackers

We have divided the packaging, we designed it into two parts. The upper has branding yellow colors and refers to the classic Lajkonik crackers. In contrast, the fresh and

rejuvenated look, in line with the position of subline, is given to it by elements used, such as characteristic typography, a custom product demo in the form of a broken biscuit or information about new products. In turn, the lower part of the packaging is a graphic incentive to discover new products. This effect was achieved by symbolically “unveiling” appetizing biscuits. The background color contrasts with the color of the branding and distinguishes different flavors of crackers. Attractive presentation of biscuits stimulates the senses of the recipient, encouraging him to try. Complementing the packaging design is the statement “crunching wherever you want”, emphasizing the main advantages – crunchiness, snack and extraordinary convenience. The name is supplemented with the “mini” addition, corresponding to individual flavors.

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