The brief was very simple. Masa Bakery celebrates Christmas every year with special products such as cakes and cookies that serve as simple gifts. Our assignment was to design the packaging to make these products more attractive and generate emotions. That way these products become a good gift option.
Christmas is a season where people are always looking for alternatives to give small gifts to friends and family. It is important that these gifts are special and different from the offer found during the rest of the year. Having different formats, from something small to a basket with many products is indispensable to offer to the clients. During this season the competition is hard and there is a lot of supply, so it is crucial to differentiate as much as possible from the other products on the market. Finally, it is always very important that these products are delivered with an emotional message that celebrates the holidays.
Masa Bakery is visited by all kinds of people, from young to old. But our target for these Christmas products are usually people after 30 years old who have a little more purchasing power and are looking for some detail that is not too expensive either to give to friends and family. They are usually more women than men.
After a year where the pandemic and lockdown were the main issue and still is the biggest threat, it was important for us to be able to bring a positive and promising message to the people. That’s why we wanted to bring a totally different solution, one that would get out of all the ordinary places of Christmas. After all, this has been an unusual year, so we must have a different Christmas. We moved away from the traditional Christmas colors of green, red and gold, to replace them with fluorescent colors that are much more vibrant and eye-catching. We generate textures that simulate gift wrap, an element that is always special. And finally we accompany everything with a message that invites to celebrate at home with emotion and putting Masa in the centre of attention: “Christmas at home, gift is mass”
This project is always special for us, because we do it every year and it has become a challenge always to overcome the previous year. Therefore the expectations are always high. Normally we always take one to two weeks after receiving the brief to process all the information. We like to have the project in our heads and take it everywhere, because ideas usually do not happen in front of the computer. Once we have the idea we go to work on the computer, we believe that you should be able to visually imagine the idea in your head, that way you use the computer and not the other way around. Writing well is also an essential part of the project. Reaching a strong message is not easy, sometimes it takes even more time to write a winning sentence than create the graphic part.
We had two big challenges. The first was to work on a proposal with a lot of time in advance. Every time we want to be prepared earlier, so this year we started designing the Christmas season in June, which is a long time before the season. The second challenge was to achieve the intensity of the colors in the different materials. We worked very closely with the printers to really make an impact. There was a lot of rework and reprinting.
The result is that the packaging is very powerful and people love it. In terms of sales, we’ll still need to wait and see. The season has just begun and sales are going very well but we still need more. We are on the right track. Our client finds this to be the best Christmas proposal so far. Although every year he tells us that, we believe that we have made a winning and powerful proposal. People have also liked it very much.
- Agency/Creative: S&Co
- Article Title: Christmas Packaging Design for Masa’s Bakery Designed by S&Co
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Colombia
- Market Region: South America
- Project Deliverables: Brand Architecture, Branding, Graphic Design, Packaging Design, Photography, Tone of Voice
- Format: Box, Keg
- Substrate: Metal, Pulp Carton