(Case study / Confectionery)

A new, distinctive tone of voice to strengthen the identity of an iconic brand in the wafer world

Loacker hazelnut wafer cookies on a red background.

/Project overview

Every brand evolves through the way it chooses to tell its own story

For Loacker, we developed a project to evolve the brand's language, defining a new tone of voice able to showcase product quality, the natural character of the ingredients and the company's distinctive values. The project covered e-commerce copywriting, corporate content and the definition of editorial guidelines, with the goal of making the communication more consistent, contemporary and recognizable.

(Details)

Client	Loacker
Industry	Confectionery
Services	Tone of Voice · Copywriting · Content Strategy · E-commerce Copywriting · Brand Communication
Category	Brand Communication

/The challenge

Renewing the brand's language while keeping its identity intact

The communication had to support the brand's evolution without losing the wealth of values built over nearly a century of history. The new tone of voice needed to create continuity between products, corporate content and the digital experience, bringing the brand closer to today's consumers.

/The approach

A shared language for every brand touchpoint

We defined a tone of voice to guide the entire communication, rewriting e-commerce content, product descriptions and corporate copy in a clearer, more engaging language consistent with Loacker's values. Every piece of content was designed to contribute to a single, recognizable editorial identity that could be easily extended across all of the brand's touchpoints.