The beloved candy brand “Laima” has created a new packaging design for its popular chocolate bars: “Luxs”, “Serenade”, “Vāverīte”, “Red poppy”, “Lācitis Ķepainītis”, “Rigonda”, “Milk chocolate with hazelnuts” and “Cream”. “. In addition, two new and modern flavors have been added to the range of classic flavors: “Vāverīte” with caramelized pistachios and salted peanuts and “Lācitis Ķepainītis” with crushed almonds and honey-flavored caramel.
“We are pleased that buyers, appreciating the consistently high quality throughout the generations, maintain their trust in the “Laimas” brand, choosing classic chocolate bars, which means both proven quality and taste associated with childhood. At the same time, with the aim of preserving the characteristic and recognizable design of classic tablets, we wanted to give it a more contemporary look, making it more suitable for a modern packaging design solution,” says Lineta Mikša, “Orkla Latvija” Communications Manager.
New packaging design author Maija Rosenfelde, who worked together with the team on the visual solution of fourteen chocolate bars, says: “The original sketches of the design of Laima’s classic bars were made a long time ago, at a time when artists created the design by hand, and, undeniably, hand-made work has a different aura. Analyzing the design solutions over time, which were many and varied, we concluded that several nuances of the solutions have disappeared over time, for example, the violinist sitting on the moon in the “Serenade” packaging. While creating the new design, we thought about the feeling we want to bring back, we looked for the most characteristic features. Several names in the perfection of computer combinations had lost the original character that Lime chocolate has – the naturalness and the presence of human craftsmanship. The goal was to bring back that naturalness and nostalgic feeling of being touched by a human hand. For example, if there are two letters “a” in a word, each letter is deliberately made slightly different. All the sketches were made by hand, as it was in the past, and then, of course, transferred to the computer layout.” In general, it took a year and a half to create the new packaging design for chocolate bars, starting from the research of historical materials to the creation of a new design solution.
According to the sales results, last year buyers in Latvia most often chose “Luxs” chocolate bars, followed in terms of popularity by “Lācītis Ķepainītis”, “Cream chocolate”, “‘Vāverīte” and “Serenades” bars.
Sweets produced by “Laimas”, including chocolate bars, can be purchased in major retail outlets throughout Latvia, as well as in the “Orkla Latvija” online store www.oveikals.lv
“Orkla Latvia”
