Pasol Paco Bakery

Derrick Lin


Design: Innatives
Project Type: Produced, Commercial Work
Client: Pasol Paco
Location: Poland
Packaging Contents: Bread
Packaging Substrate / Materials: Foil
Printing Process: Flexography

Pasol Paco is a family-owned Polish bakery founded over 20 years ago, that sales their amazing bread through retail stores. Lately, the brand started feeling dated and its brand identity system couldn’t support constantly growing product portfolio.

The company needed to redefine the brand proposition and differentiate itself from the competition. We have spent countless hours observing and talking to consumers, analysing their knowledge of the category, habits and daily rituals. What we have discovered shocked Pasol! Most consumers identified their favourite bread on the shelf by colour. People we have interviewed couldn’t recall the brand name, even though some were buying the same product for over 10 years! Those who have been able to name the company always referred to the bakery as Pasol. Second key information we have found out was that consumers are suspicious of bread that are covered by packaging as they think that producer is hiding a poor quality behind its graphics.

Those key insights have been reflected in the new brand identity. The brand name has been changed to Pasol, logotype revamped to reflect a more natural, honest approach. New packaging design system has been designed in a way to support the way consumers look for a bread on the shelf. Designers kept original colour coding for a portfolio but decided on using more vibrant colours that evoke vitality and energy and allow for packaging to stand out on the shelf. Labels were created in a way that can be easily adapted into different packaging sizes and formats.