LeCrustie

Creative Agency: Fabula Branding
Project Type: Produced, Commercial Work
Client: ОJSC “Vitebskhlebprom”, Division of Polotsk Bakery
Location: Minsk, Belarus
Packaging Contents: Crispy strips
Packaging Substrate / Materials: Aluminium
Printing Process: Printing

The new product to the Belarusian market, the crispy strips with sweet fillings combine the properties of a confectionery product and an extrusion loaf. The shell is made from natural cereals by extrusion that allows preservation of up to 85% of vitamins and 95% of nutrients.

The Fabula Branding proposed a positioning concept that emphasized the product uniqueness as a confectionery product and, at the same time, a healthy option. More eloquent name, new slogan, logo and package design were created.

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.