Elsa’s Story is an Israel-based brand of premium baked goods sold internationally. The packaging is mostly white, with high key photos of cookies and pastries that are fresh and mouthwatering to look at. (I’ve found them once and tried them – they’re quite tasty.) The unusual logo incorporates a vintage ‘family photo’ in black and white, with ‘Elsa’ circled in red pen. The entire brand premise is tied to the story of Elsa, whose influence is woven into every product. The branding was designed and developed by Israel-based agency, Neo Group. I am impressed with how Neo Group’s team has successfully woven a believable, meaningful story into the backbone of this brand (whether or not Elsa is real or fictional).
Special credit for Studio Merhav which designed several of the best-selling packaging for Lachmi and Elsa’s Story (crackers, yeast cake, chocolate chips cookies). Additional credits go to photographer Erez ben Shahar, food stylistNurit Kariv andArie & Yasmin Photographers.
Senior designer Efrat Shtamfater, at Elsa’s Story, specifically designed the Lachmi brownie products and the 2008 Christmas collection (images follow.)
