Colian
Chocolates, jelly beans and other sweet snacks
About working with the Colian brand and the product portfolio
The Colian Group is one of the largest food producers in Europe, operating in 3 product segments: production of sweets, beverages and herbs. Its portfolio includes numerous brands known for many years, including Goplana, Jutrzenka, Hellena. Together with the now defunct consulting company F5 Consulting, we were invited to take on one of the most difficult challenges, namely developing an export development strategy at a global level based on the available production capacities of factories.
Analysis of the product portfolio
In the strategic process, we conducted macroeconomic analyses (verifying on the basis of available market reports) the potential of individual markets, their saturation, the level of consumption in relation to the Polish market and the strength of competitors. We developed recommendations for the Colian Group: firstly, we indicated the most promising markets as expansion targets, secondly, we described ways of entering new markets, and thirdly, we verified the current portfolio in terms of its reconstruction.
Research and conceptual sketches
When working with the product portfolio, we used market observations from Mintel research reports and reports published during the largest food fairs in the world. We selected development trends and based on them and the needs of our customers, we proposed new types of products and new packaging.
Preliminary designs of packaging
After analyzing the proposed solutions at the conceptual and sketch stage, the Client’s team selected projects from our proposals for which we made preliminary packaging designs. The projects covered a significant part of the entire portfolio of confectionery products (we did not design packaging for the beverage or herbal segments).
Our work included practically the entire cross-section of packaging and products: jellies, dragees, chocolates, chocolate boxes, occasional chocolate boxes, cookies, sweet and fit snacks. A sweet tooth’s smile did not leave our faces during the design for a moment.
Chocolate-coated lozenges
Product: CHOCOLATE LOZZLES
Task: creating a concept and visual identification for a new product – chocolate lozenges in 3 flavours (mint, orange and strawberry).
Idea of the solution: Lozenges with Character is a product presented in the form of a game – flavours are assigned to specific “types” of character, and the whole is complemented by a short quiz that will allow the customer to choose the one that best suits them (in the permanent product version – in a single cardboard box). The lozenges themselves have a very attractive graphic design, and the inscriptions on them fit into the trend of individualising products – thanks to this, they will be able to function independently, as products sold in bulk.
Mini Grześki
Task: new graphics based on current foils for mini Grześki and the concept of a collective packaging (max 200g) – addressed to young people, attracting attention.
Idea for solution 1: using elements of the current brand communication – the motif of hand-drawn drawings and inscribing them in a modern, eye-catching and youth-friendly form. Grześki in chocolate symbolize the return to school – popular school supplies are drawn on the packaging. The collective packaging resembles a large wafer in shape (it is an enlargement of the individual packaging).
Idea for solution 2: using the texture of a dry wafer, which is associated with lightness and crunchiness – such a solution distinguishes Grześki without chocolate (the buyer will have no doubts about what kind of wafer they are buying), and its simple, graphic form combined with a colorful splash modernizes it visually.
Miniwafini
Product: MINI WAFINI
Task: new graphics based on the current Mini Wafini packaging – distinctive, eye-catching, funny, aimed at children (original motifs – no need to purchase a license).
Idea of the solution: creating a world of cartoon characters who love Mini Wafini – a family of 3 animals – friends from the Chocolate Land. The proposed solution concerns a plastic bag, but it offers development opportunities both at the packaging level (cardboard packaging with a dedicated die-cutter allowing to fold figures for play may be introduced) and added value (e.g. a series of stickers creating the story of the characters, to be collected in a special album). The Land concept also offers the possibility of introducing interesting forms of POS display -= such as a stand in the form of a Tree from the Chocolate Forest
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