CASE STUDY № 04
La Rocca Creative Cakes was founded in Canada in 1986 and has grown to become one of the most respected artisanal dessert manufacturers in North America. Arc & Co. Design Collective was enlisted by La Rocca Creative Cakes to help them rebrand in preparation for the launch of their new brick-and-mortar bakeshop aimed to connect with a younger demographic.
Through a series of business and goal analyses, we have determined that La Rocca Creative Cakes should expand into a sub-brand named La Rocca Creative Kitchen. The goal of the sub-brand is to communicate the creative process of their dessert product development while showcasing why they are considered a leader in the industry. To establish a strong brand voice distinct from their competitors, we designed a branding strategy along with a brand identity and packaging system.
PBX SCORE™ (prior to project start):
FOCUSED IDENTITY: 60%
OBSERVABLE TOUCHPOINTS: 50%
USER ENGAGEMENT: 40%
REALIZED VALUE: 70%
During visits to La Rocca's central kitchen and interviews with its employees, Arc & Co. Design Collective learned about its innovative baking processes. It was this exploration that led to inspiration from the tangram puzzle. That the creative baking process is much like solving a tangram puzzle, with each component contributing to the creation of a beautiful composition.
A brand identity system has been developed that is based on the shapes of the tangram puzzle and derived a collection of icons from those shapes. This is further emphasized in the packaging design by employing an interlocking two-phase closure system to heighten the overall intrigue. The result was a packaging unboxing experience that showed how each dessert is a work of art - a product of thought, passion, and creativity.
Brand Identity Design
Structural Packaging Engineering
Graphic Packaging Design
Packaging Production Management
Listed below are the packaging specifications for the 8" cake paperboard take-out packaging.
24PT PE COATED SBS
24.82" x 40"
4 (CMYK) / 0
8" cake take-out packaging detail showing front-tuck closure.
2 Months (Strategy)
8 Months (Design)
2 Months (Production)
4 SKUs (Initial)
2 SKUs (Additional)
units per SKU