Challenge:
Zimmbäcker makes the most fantastic handmade pastries that take you back to the days of Old Europe. Unfortunately, their copy did too. We were tasked with bringing this old-world style pastry up-to-date with new brand voice and package design that would appeal to today’s modern consumer.Work:
The package copy and design quickly highlight the main selling benefit—a quick and easy frozen pastry that's made with a handmade touch. The new brand pays homage to the Zimmbäcker heritage and is clear about the product benefits and the ease of use of this grocery product.COPY:
[back of package]
Taste the old-world artistry that goes into each Zimmbäcker Braided Temptation. We start with the finest ingredients, creating small batches to ensure homemade taste and quality, hand-braiding each loaf and baking it to perfection. Each loaf is then frozen instantly, locking in just-out-of-the-oven freshness, ready for you to warm at home, drizzle with icing and enjoy.
It’s the perfect indulgence that’s easy enough for every day.