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Pastry Factory

Pastry Factory

As a communication support, the packaging of a product acquires all the potential to be decisive when, when exposed to the buyer-consumer, he will make a purchasing decision between the different alternatives in competition. However, there are products and sales channels in which the packaging is limited to a basic practical role: that of being a functional container for handling and transport, considering itself as something apart from the product that it has to protect.

BRANDING AGAINST INVISIBILITY

Pastry Factory has managed to develop a complex artisan product - assortments of pastries or petits fours - on an industrial scale to be able to supply the specialized distribution in points of sale of the Horeca channel and foodservice. This means that, at most, only the pastry shop, the catering company or the catering service that will serve the assortment to the final consumer, recognize Pastry Factory as its manufacturer. It is paradoxical that the value that Pastry Factory has been able to create with a remarkable product and service, is totally transferred to the distributor or even appropiated by the retail point of sales which offers these assortments to their customers as if they were its own creation.

That is why the decision of building a brand to combat the invisibility of those who really create value makes sense, even though the strongly branded new Pastry Factory packaging does not reach the final consumer. This is the meaning of the project, which creates brand value for Pastry Factory based on the strength of a different and unique offer in the market; a very difficult one to match in terms of product quality and service.


Pastry Factory, Strategy

Easy Display® de Pastry Factory
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Easy Display® de Pastry Factory

Six different cases house assortments of between 70 and 80 units of classic pastries, consisting of up to 12 varieties of petits fours. As explained in the Strategy section, these cases are not aimed at the final consumer but at catering services and foodservice distribution for points of sale in hotels, restaurants, cafeterias and, above all, pastry shops.
 
The unusual care given to the image responds to the exceptionality of the offer, both in terms of product quality and service, since it greatly facilitates the handling until it is offered to the final consumer.

On the one hand, the photographic prominence of the real pieces of each assortment, on the upper part and on the sides of the cases, shows a genuinely handmade appearance and quality content. On the other hand, the practical advantages created when developing these cases, registered as Easy Display, make them an even more convenient option (see image 4). For example, Easy Display cases ensure the protection of the fragile petits fours thanks to the rails that form a mold inside the cases that enclose them above and below. In turn, each row of pieces located in these lanes is arranged on a golden tray, extractable to convenience from the side, with a presentation good enough to allow serving them directly with no waste of time. All these contributions that make up an attractive, fast, easy and safe quality service are explained in the Easy Display cases.


Pastry Factory, Packaging

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