Kukla Design & Branding KUKLA - THE UNEXPECTED GONE RIGHT! by 100% Design

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Industry Retail, Distribution & Rental companies, Confectionery & snacks, Biscuits
Media Design & Branding
Market Brazil
Agency 100% Design
Creative Director Patricia Oliveira, Lilian Chiofolo, Renata Melman Pasmanik
Designer Ana Paula Zolet
Released July 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: KUKLA
Product/Service: COOKIES STORE
Agency: 100% DESIGN
Owner: Luisa Lorch (Kukla)
Creative Director: Renata Melman Pasmanik (100% Design)
Creative Director: Patricia Oliveira (100% Design)
Creative Director: Lilian Chiofolo (100% Design)
Designer Coordinator: Patrícia Tarasconi Priester (100% Design)
Designer: Ana Paula Zolet (100% Design)
Account Manager: Livia Cardillo (100% Design)
Account Manager: Andryelle Mokarzel (100% Design)
Graphic Producer: Bruna Ramirez (100% Design)
Art Worker: Fernanda Leão (100% Design)
Art Worker: Mariana Tavares (100% Design)
Media placement: Kuklies Packaging - Kukla Store - 25 July 2011

Describe the brief from the client
This is how the product came to life. A recipe that turned out a little different than expected: nothing like a fresh point of view to realise that the result had the potential to become a big discovery. A cookie that’s crispy on the outside, soft like a cake on the inside, with lots of irresistible filling. It was necessary to create some innovative packaging to feature this product.

Describe the challenges and key objectives
The inspiration to create the packaging, and the name ‘Kuklies’, came from the exclusive shape of the actual product. The search began for some material which:
• has the ability to be moulded into the Kuklies shape
• takes on the institutional brand colour: purple
• is sustainable

Describe how you arrived at the final design
The moulded pulp* was the material of choice, by having all of the above mentioned qualities, and by being a material present in people’s daily life (ie. egg boxes, electronic equipment wrapping)
Insight: Introduce a material with no added value to the gourmet universe, creating a harmonic bond, which embraces the little cakes like a big hug.
*Homogenic mix obtained through the process of dissolution and disruption of recycled celluloid materials, such as paper scraps, newspapers, magazines, cardboard and alike. The process consists in dissolving the celluloid matter with water through mechanical agitation.

Give some indication of how successful the outcome was in the market
This innovation had a big impact on the shop, enhancing Kuklies sales, and the notion of a brand that has a ‘maternal’ affection towards its consumers and the environment.