As a concept design partner for Finland’s leading brand house, we have got the opportunity to develop brands that consumers love with a customer-driven approach. The development work has in some cases begun from an early stage of research and continued to finishing branding and communication materials in certain projects.
The making of superior customer experience is mutual in all projects. For Fazer’s products, the importance of packaging is undisputed, since the purchase decision is often made in the store and the packaging must communicate both the rational and emotional qualities of the brand. On the other hand, the Fazer Candy Store project aimed at creating a comprehensive customer experience in e-commerce.
During our collaboration, Fazer has strongly been building its in-house competences in concept development and design expertise, part of which we have together developed Fazer’s design strategy and related practices and tools. The goal has been to harmonize practices and support the work of Fazer’s design team and its role in different ways.
Collaboration with Fazer is built on mutual trust, common goals and positive challenging of one another. This is made possible by a good understanding of the client’s industry. In the ways of working, we have utilized various agile methods in order to understand the target consumer comprehensively and to feed the creative process. So, our cooperation has been both fruitful and inspiring, and fun.
“We value our long relationship and great collaboration that has lasted over a decade. Pentagon Design has strong strategic expertise, and they can build valuable insight throughout the projects by having a very versatile mix of competencies within the team. Over the years we have built Fazer Design DNA in close collaboration and that has great benefits for us now when briefing new projects. We appreciate Pentagon Design’s partnership and in addition to excellent packaging designs and brand renewals they have also helped our own competencies to grow over the years.”
Noora Hiltula Design Lead, Fazer Confectionery
Partners in design and growth
Overarching design concepts created
First online candy store
Insight-driven packages designed
Product portfolio development and roadmaps
Building and mapping the competitive offers of the future
Design- ja brand manuals
Managerial outputs for strategy implementation produced