Elite is the cake and chocolate brand of Van Oordt the portion Company. The origin of Elite is in Belgium. I was asked to develop a contemporary, new positioning and design for the Elite brand. Therefore, I started to formulate a strategic approach, strategy by design. Helping a client visualize strategies is my strength.
In the old Elite design, it was not clear what exactly the added value was compared to the regular products.
Many different types of designs, no clear and straightforward communication. The solution was a repositioning.
The Elite cake assortment is now composed of 3 authentic categories with corresponding product features, logos and a corresponding visual language. Easy to expand and flexibly deployable.
Clear communication in images and text helps better navigate the shelf. Elite Selection, Elite Special, Elite Season. And really great news, soon to be introduced Elite Natural, Elite’s sustainable packaging line.
An additional design challenge was that the packaging is continuous films. This initially limits the design possibilities, which is why I engage in conversation with the packaging specialists, in this case Saica Flex, and look for beautiful solutions together. There’s nothing like putting this puzzle back together and coming up with special solutions together with specialists.
ELITE
_
Always bringing a little extra