THE CHALLENGE: Redesign the packaging for the Easter edition of the Romanian Traditional Sponge Cake (Cozonac), produced by the Lidl Bakery.

THE CONTEXT: The former packaging design was a very traditional one, poorly highlighted on the wenge wood shelves, due to its dark colours. LIDL wanted to redesign the Easter Cozonac Cake packaging, with a more visible, friendlier and cleaner approach.   

THE IDEA: The idea was to simplify the entire packaging look, by bringing a very subtle art deco inspired pattern on the background, and highlight the product title area with an Easter themed illustration, inspired by the classic drawings of Beatrix Potter.

The intention was to create a strong contrast between the information (logo, product title) and the background. The buttery colours would delicately inspire an appetite for sweets.