Backers Design & Branding BACKERS by Neumeister


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Industry Bread
Media Design & Branding
Market Sweden
Agency Neumeister
Creative Director Peter Neumeister
Designer Per Torell
Released October 2011

Credits & Description

Category: Consumer Products
Advertiser: BACKERS
Product/Service: BACKERS
Creative Director: Peter Neumeister (Neumeister Strategic Design)
Production Manager: Sofia Törling (Neumeister Strategic Design)
Designer: Per Torell (Neumeister Strategic Design)
Final Art: Nico Paredes (Neumeister Strategic Design)
Media placement: N/A - N/A - N/A

Describe the brief from the client
These Finnish bakers have been around since the 17th century. And unfortunately their identity certainly looked that way. It was time to update the look of this slow-food brand.

Describe the challenges and key objectives
The challenge was to stay true to the 17th century heritage along with developing a modern design.

Describe how you arrived at the final design
History showed us the way. In the tradition of folk art and woodcarving we filled the initial B with baking and farming symbols. A type of ornamentation that also comes back in other parts of the visual identity and in all communication and POS-material. Another important ingredient in the overall identity, and the packaging design, is the pennant-shapes that make you think of ancient banners from the days when Backers was founded.

Give some indication of how successful the outcome was in the market
The new identity became the foundation of all communication and sales and also generated a positive reaction – immediately after re-launch.