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.
”Thanks to the close and versatile collaboration, the Pentagon Design’s crew knows well Fazer’s brands and markets. It is therefore easy to start new cases. Together with the Pentagon Design’s team, close teamwork from the moment of the briefing onwards brings a new perspective and develops the project throughout its duration.”
–Heikki Savolainen, Director, Fazer Group
Our collaboration in brief
Partners in design strategy, concept development, and package design
Overarching design concepts created
Finland’s first online candy store
Insight-driven packages designed
Product portfolio and innovation roadmaps
Building the future competitive offering and mapping the steps to get there
Design & brand guidelines
Overarching Fazer design principles, as well as brand specific guidelines