Lecrustie (The Crispy Strips)
The Fabula Branding proposed a positioning concept that emphasized the product uniqueness as a confectionery product and, at the same time, a healthy option.
The name "LeCrustie" reflects the functional properties of the product - a crispy nature attributable to the bread. At the same time, the French sounding name invokes associations with this country famous for its gourmet foods and makes it more appetizing.
The logo and design of the package continue to deliver the “message” of the brand. Lettering, a graphic element creating an illusion of the chef’s image, and the texture in the background, reminiscent of restaurant’s atmosphere or a menu board, send the consumer an image of a trendy and tasty bakers’ confectionery.
The healthy components of the product are shown with a well-marked USP (Unique Selling Proposition) area in the center of the packaging and the slogan "When sweet — with benefit", are delivered in the shape of a green quality seal.
The brand build-up is conveniently carried out with the images of the food zones, the different coloring for the labels and complimentary background.
Analytics Logo Positioning Naming Package design