EXPERTISE
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INTRO
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Andante is moving under the regionally well-known Sedita brand umbrella.
The key task was to communicate this transition quickly, clearly, and from the consumer’s perspective. It was not about introducing a completely new product, but showing that familiar favorites are arriving under a new name and visual identity.
The creative therefore centered on a direct, immediately understandable message: Andante? From now on, Sedita! Your favorite wafers and biscuits in new attire. The visual concept captured the moment of transition as Sedita’s distinctive orange brand world bursts forward from the familiar world of Andante.
CHALLENGE
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The most important question was how to introduce the new brand name and packaging while preserving product recognition. Consumers needed to understand within seconds that the wafers and biscuits they knew as Andante were now available as Sedita.
The creative had to inform, reassure, and establish the new brand presence at the same time.
The visual solution was built on the contrast between two worlds. A pastel yellow surface evokes the previous Andante appearance, while a strong Sedita orange introduces the new identity. Between them, products, packaging details, wafers, chocolate, cream, and fruit move dynamically across the transition.
The motion is not merely decorative: it makes the change understandable. The viewer starts with the old packaging and arrives in a fresher, more energetic Sedita world.
The wording follows the same logic. “Andante?” begins with the familiar name, while “From now on, Sedita!” provides the new answer. “Your favorite wafers and biscuits in new attire” reassures consumers that these are the same familiar products under a new brand and packaging system.
RESULT
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The result was a strong, quickly readable campaign creative that communicates the brand transition in a single visual scenario.
The presence of the old Andante packaging maintains recognition, while Sedita’s orange brand surface decisively introduces the new identity. The composition preserves the connection with the previous product world while propelling the new packaging forward.
The final message sums up the transition simply: Andante? From now on, Sedita! Your favorite wafers and biscuits in new attire.
The call to action leads directly to the shopping moment: Look for them on the shelves!
Andante-Sedita Packaging Transition
A clear transition campaign connecting familiar Andante products with Sedita’s new brand identity.