MORE WELL-BEING. MORE CREATIVITY
A WORLD OF WELL-BEING
Three different recipes to suit all tastes, but with one important common element: well-being.
A functional asset for Balocco’s growth, this is a segment the brand is exploring for the first time, thanks to the following plus points: 0% added sugar, high fibre content, extra crunchy. All elements that give the Balocco ZeroPiù line an innovative kind of goodness.
In a fast-growing market such as wellness, Balocco offers one-of-a-kind products, moving from the world of traditional shortbread biscuits to an extension carefully crafted by RBA Design: a project that involved the agency in both the naming and the entire packaging identity, adding creative and functional value.
After all, since its founding in 1927, the company has combined tradition and innovation, fully understanding the needs of consumers and always responding with original and distinctive solutions.
Specifically, this line includes 3 products: ZeroPiù Balocco Fiocchi d’Avena & Farina di Riso (oat flakes and rice flour), ZeroPiù Balocco 7 Cereali (oats, wheat, corn, barley, rye, spelt, rice) & cornflakes, and ZeroPiù Balocco Crispies di Riso e Frumento & Gocce di Cioccolato (rice and wheat crispies with chocolate chips).
The taste of these biscuits satisfies everyone’s craving for something good, without ever underestimating the importance of a product that is also good for you.
THE PACKAGING IDENTITY: COMMUNICATING GOODNESS THAT IS GOOD FOR YOU
The common goal was to enhance each product by finding an evocative name that summed up the three plus points: zero added sugar but more taste, more crunch, more well-being.
The graphics are based on a split layout: on the left, the product area with its main plus points; on the right, an area with more information on ingredients, secondary benefits and product sustainability.
Thanks to the chosen colour palette and a delicate treatment, the result is a product design built on lightness and innovative well-being.
For colour coding, light blue was chosen for the classic shortbread biscuits, brown for the chocolate ones and green for the 7-grain wholegrain biscuits.
The product, with its ingredients, remains the protagonist of the story.
The agency also studied the shape of the biscuits, to make it consistent with the concept and build around it an imagery that best expressed the essence of the product.
For the first time, a space was added for a more institutional area reflecting Balocco’s commitment to sustainability. A new visual system, represented by a stylised sun icon, will appear on all the brand’s future packs. The aspects highlighted here are: FSC-certified cardboard packaging, and electricity for production generated by the company’s photovoltaic plant from renewable sources.
The whole design system has strong shelf impact, thanks to well-structured visual and verbal storytelling, designed to show transparently what the pack contains (how many biscuits) and exactly what the product is made of.
Taste and well-being, the distinctive hallmarks of Balocco’s ZeroPiù line, are therefore communicated at a glance.
