MORE WELL-BEING. MORE CREATIVITY
A WORLD OF WELL-BEING
Three different recipes for all tastes, but with one important element in common: well-being.
An asset functional to the growth of Balocco, well-being is a segment that the brand is exploring for the first time, thanks to the help of the following characteristics: 0% added sugars, high fiber content, and extra crunchy texture. All elements that make the Balocco ZeroPiù range a line of innovative goodness.
In a rapidly expanding market such as that of wellness, Balocco offers one-of-a-kind products, moving from the world of traditional biscuits to an extension curated in detail by RBA Design: a project that involved the agency both in terms of naming and with the entire packaging identity, to provide added creative and functional value.
Since its foundation in 1927, the company has always combined tradition and innovation, fully understanding the needs of consumers and always responding with original and distinctive solutions.
This line, specifically, includes 3 hero products: ZeroPiù Balocco Oat Flakes & Rice Flour, ZeroPiù Balocco 7 Cereals (oats, wheat, corn, barley, rye, spelt, rice) & cornflakes, and ZeroPiù Balocco Rice and Wheat Crispies & Chocolate chips.
The taste of these biscuits satisfies that desire for delicious food that we all have, while at the same time also being good for you and your well-being.
PACKAGING IDENTITY: COMMUNICATE THE GOOD THAT IS GOOD
The shared objective was to enhance every single product, finding a name that could represent all three new characteristics of this range: zero added sugars but more taste, more crunchiness, more well-being.
The graphics displayed are defined by a split: on the left, we have a section relating to the product, with the main “pluses”, and on the right we find another section dedicated to additional information such as ingredients, secondary pluses, and product sustainability.
We succeeded in creating a product design that was characterized by lightness and a sense of innovative well-being, thanks to a delicate color palette and overall treatment. Specifically, we chose the color blue to represent the classic biscuits, brown for the chocolate biscuits, and green for the 7-grain wholemeal biscuits.
The product, with its ingredients, remains the protagonist of the story. The agency studied the shape of the biscuits to ensure their consistency with the reference concept and to be able to build around them imagery that best expresses the essence of the product.
For the first time, we introduced a more “institutional” section to the packaging, reflecting Balocco’s commitment to the topic of sustainability. A new visual system, represented by the stylized sun icon, will be present in all future packs of the brand.
In this case, the aspects that will be highlighted are the FSC-certified cardboard packaging and the sustainable and renewable sources of electricity used in the production phase, which come from the company’s photovoltaic system.
The entire design system provides a strong impact on the shelf, thanks to a well-structured visual and textual story, designed to transparently show what the package contains (the number of biscuits) and what the product is specifically made of.
What is therefore communicated immediately is two core assets: taste and well-being, the distinctive elements of the ZeroPiù line by Balocco.
