Media Contact: Heather West, (612) 724-8760, heatherwest@earthlink.net

Compass Design and a Deco Influence Helps Biscotti Build a Strong Brand Identity

Minneapolis, (March 10, 2000) Compass Design combined the cafe culture of the 1940s, the mysterious silhouette of a woman and the simple, clean shapes of Art Deco to create a winning brand identity and package design for Nikola's Biscotti.

The task assigned to Compass was complex, says Julia Hemphill, partner/sales at Compass Design. "Nikola's had previously been sold as an 8-pack, and our client was now ready to introduce a four-pack into the market. Because the biscotti is sold in gourmet coffee shops and upscale Epicurean cafes, the packaging needed an elegant, luxurious look. However, our client also wanted it to appeal to the corporate gift market, which meant it couldn't look too feminine, or too masculine".

Hemphill added that because the product is sold internationally - currently in the United States, England and Canada with distribution to Japan planned for this year - the package design also needed to cross language barriers.

Mysterious Nikola

The first element the design team felt they needed to achieve their goals was an icon - something that would become strongly associated with the brand. Since the story of the product's simple beginnings in Italy center around a fictional character - Nikola - Compass chose to create an image that would represent her, yet maintain the aura of mystery that surrounds her. By choosing to illustrate the silhouette of a woman of uncertain age and nationality, Compass succeeded in capturing the mysterious Nikola.

Once the image was complete, the design team began brainstorming possible concepts for the project. As discussions took place, the idea of giving the packaging a 1940s Art Deco look was born. "The strong symmetrical, geometrical forms used in Art Deco really hold the eye," explains Lindgren. "We thought that giving the Nikola's packaging a timeless feel would really give it the visual presence we were looking for without looking too masculine or too feminine."

As Rich as Coffee

Compass' next challenge was how to make the packaging feel as warm and appealing as the coffee that often accompanies the baked treat, while at the same time giving the design both an upscale look and international appeal.

To accomplish this, Lindgren hand-illustrated a universally known symbol: a steaming hot cup filled with a beverage that could be coffee, cappuccino or expresso. Two pieces of biscotti sit next to the cup, waiting to be enjoyed. Compass chose to further convey the biscotti's gourmet feel by using colors associated with mouth-watering food items: the rich, deep browns of dark chocolate, the golden hues of caramel, the robust mahoganies of a freshly-ground cup of coffee, and the delicate ochre of coffee with cream.

The resulting package design - a combination of timeless Art Deco, hand-illustrated images and warm, rich colors - was an immediate hit with Nikola's Biscotti and European Specialties Director of Operations Michael Itskovich.

"The packaging and brand identity perfectly fits the image we have of Nikola's," says Itskovich. "It says 'This is a premium product that will make your mouth water.'"

Apparently, biscotti lovers and coffee drinkers agree. According to Itskovich, Nikola's Class Biscotti four-pack is "flying off the shelf."

Compass Design is a dynamic, Minneapolis-based design office specializing in comprehensive identity and consumer packaging programs for established and growing companies. With its exceptionally experienced and knowledgeable staff, Compass Design strives for integrity and accuracy in its cost-effective, award-winning strategic design solutions. For more information on Compass Design, please contact Julia Hemphill at (612) 339-1595