Designed by Black & Gold, France.
By focusing on a powerful brand sign and reinventing the entire product language, Blackandgold create a fresh and colorful packaging line, with funny offbeat product messages, totally in line with the brand spirit!
Quick (fast food restaurants), N°2 in France and N°3 in Europe, had to modernize its entire packaging line, to develop a strong, consistent and « aspirational » brand identity. (No evolution of the graphic line since 2006).
Face to its competitor, Quick had also to embody its positioning on « Taste » by focusing on perceived quality and appetency, by boosting its offbeat tone of voice to be attractive for the 15-35.
Result : A clarified positioning (around Taste, authenticity and a « European touch » and diversity of « taste experiences » proposed to customers, a reinforced brand power ( via a true and unique tone of voice and a consistent packaging line), an upgraded perceived quality threw appetency and brand status, wish fully express the brand spirit : Generosity, Complicity and Connivance.
|Before and After|