Packaging design for Rocook: Can Roca’s low-temperature cooker at home

22/03/2016

In traditional terms, packaging is how we call the container of a product. Originally, its main functions were to store and protect the product and to make handling, shipping and storage easier. A further objective of packaging is to use it as a support to inform about the product: its composition, legal requirements, handling and maintenance specifications, etc.

Packaging design: why is it so important?

However, over time packaging design has become an excellent marketing tool. As creatives, we also strive to take advantage of this support to capture the consumer’s attention. Aside from providing useful data to the potential buyer (expiration date, nutritional properties, manufacturer details …), the packaging design must be seductive enough to attract the buyer and differentiate our product from the competition. This is key in our times, in which such a lot of messages compete for the consumers’ attention: i.e. advertising, social networks, a wide variety of products on the supermarket shelves, etc. We need to stand out, and to do so, our product’s packaging design is one of the important available resources that we have.

An additional element that we have to consider when we develop packaging is that we currently do not necessarily sell products or services, but rather experiences. We need to take into account that there is a large number of different products on the market that may have the same (or similar) features as ours. Objectively, it can be quite difficult for the buyer to differentiate our product from the rest. This is why it is so important to reinforce the emotional aspect of the purchasing process as well. And that is where, again, packaging design is key. It constitutes the first impact the consumer will receive when seeing our product.

Packaging design should be our best cover letter. The best reflection of the values ​​and strengths of our company.

In other words, and to mention a couple of examples: an ordinary kitchen utensil made for the daily use of homes in which we only have a limited time to cook (thus prioritising practicality and functionality) does not come in the same type of packaging than another kitchen utensil, which has been designed for foodies and people who wish to emulate in their homes the food experience of the world’s best restaurants (this buyer usually looks for something sophisticated and unique). Just as you do not find the same packaging design for a nice pen to give away as a gift as you would do for a pen that use on a daily basis.

In short, packaging design must be in tune with the brand values.

Let us now analyse the case of Rocook.

Packaging design for Rocook: your haute cuisine at home

Haute cuisine comes to our homes thanks to the collaboration of El Celler de Can Roca, Cata Electrodomésticos, Lékué and Fundació Alícia. Together they have worked for months in the creation of Rocook, a project that enables you to discover, learn and cook at low temperature at home.

With the help of cooking courses and recipes, El Celler de Can Roca shares its quintessential technique with either foodies and professionals in the food sector. Rocook is also a product that adapts to the consumers’ cooking knowledge, so it is marketed in three different kits, which include equipment and kitchen utensils: Essential Kit, Starter Kit and Advanced Kit.

Packaging design and creative concept

Nomon Design collaborated with the Rocook project developing its creative concept and producing the packaging design for the kits, as well as generating brochures, quick guides and a display for this new brand.

After analysing and getting acquainted with the project, we came up with the creative concept: “Rocook: at home, the chef is you” on which we built the communication of this unique experience. Other fundamental ideas which we aimed to convey are “precision and quality”, essential for low temperature cooking and also for the Rocook project.

For the Rocook experience begins the second you have the pack in your hands, an object that connects and acts as an extension of the concept itself. When you unbox it, you become immersed in haute cuisine, in the accuracy of low temperature, in the idea of respect for food and the passion for cooking. A display-packaging to be a chef at home.

Tags: Communication, Lékué, Packaging design

2016