Lajkonik is the leader in the sale of salted bread in Poland. The brand has been known for several generations and is present in almost every Polish home. The brand’s distinctive and remarkably consistent brand image is derived from its well-known logotype and the colour yellow, which is very strongly associated with the brand. The visual side is also accompanied by defined and strong associations, such as the very nature of Lajkonik’s signature products, the pleasure of crunching, or the joy of gathering with family and friends. How to create a solution that responds to the new challenges of the market and the new CSR commitments adopted within the organization? With a very distinctive and strong image, how to change the undisputed legend in such a way as to maintain what consumers love about this brand? We were happy to take on this task and the new Lajkonik branding is the result of the work we faced as part of the project to relaunch the brand and its products.
The challenge was to develop solutions deeply rooted in existing values and brand assets, but nevertheless offering the brand a new opening, refreshing and strengthening the dialogue with users, especially in the area of packaging design.
The answer to such a task is the refreshed image of the Lajkonik brand – new branding, a simplified logotype, presenting a more contemporary, but still recognizable image for the brand user. The “Our Legendary Taste” icon, which refers to the brand’s core values – taste, baking tradition, high quality ingredients – has also become a very important branding and communication element. An extension of the icon is the storytelling that appears on the back of the packaging – the brand’s story, in a pleasant, graphic setting. Appetizing images based on the author’s photographs, typography and illustrations completed the whole project. As part of the work, we prepared and implemented a new brand architecture, covering all product groups.
The entire relaunch process drew on the brand’s responsibility policy, which included reducing the use of paint and plastic in packaging. The brand also focused heavily on transparent ingredient communication and icons to facilitate waste segregation.
As part of the project, we also completed Key Visuals and animations to support the relaunch.
"Working with PND Futura agency on the relaunch of Lajkonik was an exciting adventure. From the first debriefing meeting, to the final draft. We received 100% response to the brief, and the prepared bid proposals basically needed only a slight modification and were ready for implementation. We, the caretakers of the brand, loved the new designs from the first glance, and consumers in surveys only confirmed our excellent choice. The designs also delighted our contractors, who briefly summarized the new packaging: a change for the better, a new opening for the brand. The cooperation itself was professional and very pleasant. In addition to the relaunch, we completed additional projects with the agency. I recommend PND Futura and we would be happy to cooperate with them in the future!"
Joanna Sterna Senior Brand Manager The Lorenz Bahlsen Snack-World
