“Lachmi” was a well-known leading player in the Israeli mass-produced homestyle baked goods sector. Expanding into an international arena required new thinking and a new brand identity that would communicate in diverse global markets, and bring something new and significant to a highly traditional category.
With an impressive global presence, Elsa’s story attained an impressive global presence, and is currently marketed in over 15 countries across Europe, Asia, USA and Australia.
My work focused on defining an emotional brand platform that would touch an emotional chord amongst highly varied interantional audiences. The strategy I created evokes the common feeling of longing we all share for the tastes and scents of childhood. The brand’s name, “Elsa’s Story” personified this universal nostalgic sense, highlighted by the brand’s promise,
“The Revival of the Traditional Homemade Cookie” and brand story.