100th anniversary

Good and rebellious since 1925.

VISUAL IDENTITY ART DIRECTION GRAPHIC DESIGN PACKAGING DESIGN

A century of uncompromising goodness. It takes bravery to walk certain roads, and a rebellious spirit to make bold choices. Now it's time to celebrate a long journey filled with care, dedication, and love for what is truly good. Spider has once again teamed up with Loacker to craft a communication that stands out. From rebellious gestures to striking visual identity, this is the foundation for all the materials celebrating the 100^th anniversary of the world’s most iconic wafer. A campaign that reaffirms the brand’s core values, with a daring rebellious edge.

Primo piano della guancia di una donna sorridente con una striscia di crema al cioccolato stesa e un dito che la tocca

Pennellata spessa marrone su sfondo rosso, utilizzata come elemento grafico decorativo

Ingredients to celebrate.

To bring the new concept to life, Spider developed a visual identity that merges Loacker’s signature goodness with the attitude of those who refuse to settle for "just okay". The toolkit features a custom typography combining two distinct fonts, a rich and creamy color palette and irresistibly tempting icons that tell a one-of-a-kind story.

Insieme di illustrazioni grafiche stilizzate come frecce, stelline, cuori, linee e simboli, tutti in marrone su fondo bianco

Panoramica grafica su font, palette colori e simboli chiave della campagna Rebels of Goodness, con elementi come “100 years”, ingredienti naturali e frasi distintive

Advocates of goodness.

Who are the rebels of goodness? They’re the ones willing to face the toughest roads and turn down easy choices, armed with only the finest ingredients. With Spider’s creative collaboration and guidance, this concept has taken shape through a bold, vibrant and distinctive key visual, making a statement across all online and offline promotional materials.

Ragazza riccia che sorride con la crema al cioccolato sulle guance, sfondo rosso e frecce disegnate che indicano il suo viso

100 years on top and… on the pack!

The centenary celebration continues on the packaging, covering the entire range. For this special milestone, the front of the packaging tells a story of "good things, made right". Whether it’s Classic Napolitaner, Quadratini, Tortina, or Sandwich, each product proudly bears the #RebelsOfGoodness mark.

Confezione Loacker Classic Napolitaner con scritta “100 Years”, torta celebrativa, nocciole e hashtag #RebelsOfGoodness

Confezione blu di Loacker Quadratini con scritta “100 Years”, decorata con simboli disegnati e cubetti di wafer al cioccolato

Due confezioni: Tortina Original e Sandwich Chocolate, con grafiche celebrative dei 100 anni e segni decorativi giallo-marroni

Be good, be rebellious and win!

Achievements like this deserve recognition, and the brand has chosen to reward its consumers with essentials for their next journey. Spider’s remarkable design elements are here featured: the prizes include travel accessories, along with a digital guide created in partnership with Lonely Planet, perfect for all the rebels with a good heart.

Premi rossi Loacker in edizione speciale 100 anni su sfondo rosso con scritta “Grande Raccolta Punti 100 Years”, tra cui valigia, borsa, borraccia, macchina fotografica, lunch box e speaker

Grafica promozionale Loacker con 13 premi sicuri, guida digitale Lonely Planet e concorso finale per vincere un viaggio ribelle. In primo piano i premi brandizzati: zaino, valigia, lunch box, fotocamera, borraccia e giochi per bambini

Make way for the rebels of goodness.

You can't miss the in-store communication, designed to celebrate the centenary with the brand's striking red and a call to join the rebels of goodness. How? Simply share the same passion for things made with "a little extra effort", evident in every delicious bite.