The re-branding and concept store design of an iconic family-owned wafer and chocolate brand from South Tyrol, Italy. From a small regional patisserie 90 years ago to a globally known brand, Loacker operate in over 100 countries.
It started in 1925, from Alfons Loacker and his small pastry shop in Bolzano. His desire was a product of pure goodness to take on the go – what we know today as wafer. Pastry chefs for three generations, Loacker has grown from a local pastry shop to a global brand experience. Its stable growth has been grounded in the brand values and lead by the brand behaviours to stay true to its natural and local origins – a natural product made in a natural environment. As part of its global retail expansion, Blacksheep has created a new concept for brand’s store in Brenner, an alpine city on the border between Italy and Austria. The store is the first signifier of the brand’s refreshed direction. Blacksheep worked very closely with the client to develop a concept that embodies the Loacker stories and values – the passion that defines the brand infused with its playful sense.
Loacker is a brand with so many interesting stories to tell. By retaining a very close relationship with the client, our mission was to uncover all these stories, connect the dots and translate them into a consistent brand system, able to work across the Loacker corporate identity, the retail and f&b experience across the globe.
Every aspect of the new brand system is shaped and inspired by the story of Loacker. It ensures a consistent verbal and visual treatment in all communications, by strengthening the emotional engagement between stakeholders and the Loacker brand.
The team designed the retail and F&B experience from scratch, expanding from brand identity, signage, bespoke tableware and uniforms to shelving system and joinery.
The use of red colour is a key element within the Loacker brand identity, where it is able to vividly express the personality of the brand – either as a ’Kiss of red’ as a gentle sparkle on the tableware or as a ‘ Cuddle of red’ as an enveloping action of warmth in the take away packaging. The primary typeface is Aktiv Grotesk. The Aktiv letterforms take reference from classic grotesk faces used in the international style, giving a sense of simplicity and purity. Loacker Script is a script font created specifically for the Loacker brand in collaboration with CAST, based on the handwriting of Alfons Loacker found in his old ledgers. The purpose of this typeface is to express the spirit of the founder and therefore the brand. Bespoke and timeless, it gives the Loacker brand an ownable and personal touch. The ‘Loacker Moment’ is the single unifying message that drives all manifestations of the brand. Che bontà!™ is the brand expression that communicates all the values that make the Loacker brand in one unique statement.
The store is divided into two parts, the retail area and the coffee shop. The material palette has been kept simple and natural to reflect the honest and transparent character of the brand. Little details like the wafer wall and the nanetti footprints are drawing inspiration form the Loacker stories while keeping their functional character.
The design concept will gradually spread to other Loacker stores, with first one in Dubai, introducing the Loacker experience to the Middle East market.
- Concept & strategy
- Visual identity
- Art direction
- Interior architecture
- Spatial philosophy
- FF&E direction