Batllegroup creates the redesign of the complete portfolio of Dr. Oetker Confectionery. The new design aims to build relevance and brand recognition to reposition Dr. Oetker Confectionery and excite consumers on the shelf.
The extensive portfolio of more than 50 references of Dr. Oetker Confectionery ranges from the classic baking powder to decorative toppings of all kinds. However, this transversality and his experience of more than 100 years was not consistently reflected in his product portfolio and, consequently, in the shelves.
The challenge for Batllegroup was to create a new design concept holistic, iconic and contemporary to help gain relevance and differentiation as a brand.
Precisely, the heritage has been the starting point of the agency in carrying out the complete redesign of the portfolio. Batllegroup has created a new storytelling that highlights the experience of Dr. Oetker, taking powdered yeast as its flagship product, reinforcing it with a new reason to believe: 'Experts in home baking since 1891'. According to the CEO of Batllegroup, enric batlle: «To take Dr. Oetker Confectionery into the future, we have connected with the tradition of making confectionery at home in order to excite at every point of contact. A redesign where the key visuals are protagonists and provide organolepsy, warmth and coherence»
To create an impact at the time of purchase decision and give coherence to the entire portfolio, a homogenization of brand assets in packaging, combining transversal codes and brand block with differentiation elements that help to segment the 3 product varieties (special ingredients for confectionery, toppings and toppings, and dessert and cake preparations).
The key visual they are spontaneous and imperfect while extolling the appealing of the product to awaken organolepsy and creativity. The new typography is casual and spontaneous, to reinforce the idea of homemade things. A new color range has also been implemented, with warm colors that transport us to the world of traditional and homemade pastries. Finally, Batllegroup has streamlined and updated the icon system that makes it easier to understand the use of the product.
In 2021, the complete portfolio redesign has helped the brand achieve an increase in sales +5% higher than the market and an increase in market share of practically 1 point vs. the competitors.
