brand case study

Branding a leader in Poland and Eastern Europe


Bahlsen acquired one of the leading state-owned Polish biscuit manufacturing companies in 1993, and appointed Nucleus to create a completely revised range of product packaging for the established ‘Lajkonik’ brand. It was an intriguing brief: an opportunity to consider the impact of ‘Western’ European standards of consumer packaging within a fast-changing Eastern European market.


We proposed a range of design solutions that enhanced Lajkonik’s reputation for good quality produce within the Polish baking tradition. However, we were careful to ensure that the brand and packaging still looked Polish: yet inspired and highly attractive to local consumers. We used straightforward, unfussy graphics and illustrations with strong typography and colours that communicated value for money. Our designs – which included an evolution of the brand mark – were applied to the whole product range.


The Lajkonik brand is one of the success stories of Polish food manufacturing. Our new product packaging coincided with the modernisation of the plant and increased production volumes – supporting rapid growth throughout the whole country. The company has extended its product range and enjoyed sustained popularity, winning numerous awards for product quality and celebrating its 100 year anniversary in 2010.