Thursday, November 17, 2011

New look: Krakuski


New logo.
Krakuski is a Polish brand for a variety of sweet biscuits, owned by the German food group Bahlsen, which has activities in many European countries. It is a relatively young brand, introduced in 2004 for products that were previously sold under the name "Lajkonik". This summer, it launched a new design.

The previous design was created by Dragon Rouge and launched in 2007. It involved a redesigned logo and added some characteristic Krakow buildings as well as a yellow background colour representing "well-baked biscuits".

The 2011 redesign adds a friendly good-natured neighbourhood baker to the logo, which now look somewhat like the curled corner of a paper sheet. The packaging has been redesigned to give distinct looks to different product segments, helping consumers navigate among the many varieties.

The new look has been around at least since June this year. An article published then credits the new logo and packaging to a studio called Well-Rounded Design (which doesn't seem to have a proper website).

Previous logo.

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Previous packaging.

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Previous packaging.

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New packaging.

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New packaging.

Marketing przy Kawie
Target Marketing
Hurt i detal
On the 2007 rebrand:
Media & Marketing Polska
Hurt i detal

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