{"id":16861,"date":"2025-12-18T07:28:19","date_gmt":"2025-12-18T07:28:19","guid":{"rendered":"https:\/\/codewebbarcelona.com\/branding-destacado-la-semana-price-packs-by-serviceplan\/"},"modified":"2026-04-20T17:44:07","modified_gmt":"2026-04-20T17:44:07","slug":"branding-destacat-setmana-price-packs-serviceplan","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/blog\/branding-destacat-setmana-price-packs-serviceplan\/","title":{"rendered":"Branding destacat de la setmana: Price Packs by Serviceplan"},"content":{"rendered":"<h3>Quan el preu es converteix en identitat de marca en temps d\u2019inflaci\u00f3<\/h3>\n<p>Cada setmana analitzem un projecte de branding que exemplifica com el disseny pot anar molt m\u00e9s enll\u00e0 de l\u2019est\u00e8tica per esdevenir una eina estrat\u00e8gica de negoci. Aquesta vegada, Price Packs per a PENNY, desenvolupat per Serviceplan Germany i Serviceplan Design, representa un dels exercicis m\u00e9s radicals, intel\u00b7ligents i rellevants del branding contemporani aplicat al gran consum.<\/p>\n<p>En un context marcat per la inflaci\u00f3, la p\u00e8rdua de poder adquisitiu i la desconfian\u00e7a creixent envers els preus variables, PENNY pren una decisi\u00f3 poc habitual: situar el preu al centre de la seva identitat visual. Price Packs no \u00e9s nom\u00e9s un redisseny d\u2019envasos, sin\u00f3 una declaraci\u00f3 clara de posicionament, confian\u00e7a i coher\u00e8ncia.<\/p>\n<p><iframe width=\"1920\" height=\"1080\" src=\"https:\/\/www.youtube.com\/embed\/yMoKpZregrs\" title=\"PENNY &quot;PRICE PACKS&quot; - SERVICEPLAN GERMANY\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Un context econ\u00f2mic que reclama claredat, no promeses<\/h3>\n<p>Despr\u00e9s dels anys posteriors a la pand\u00e8mia de la COVID-19, el mercat europeu ha viscut una de les crisis de cost de vida m\u00e9s intenses de les darreres d\u00e8cades. La inflaci\u00f3, els problemes en la cadena de subministrament i l\u2019augment generalitzat dels preus han generat una sensaci\u00f3 d\u2019incertesa constant entre els consumidors.<\/p>\n<p>En aquest escenari, moltes marques han optat per missatges emocionals o narratives aspiracionals allunyades de la realitat quotidiana. PENNY, en canvi, decideix parlar del que realment importa al seu p\u00fablic: el preu. I ho fa de la manera m\u00e9s directa possible.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-18.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14095\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-19.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14096\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-31.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14097\" \/><\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-16861-1\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1.mp4?_=1\" \/><\/video><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-7.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14099\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-9.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14100\" \/><\/p>\n<h3>L\u2019insight clau: el packaging com a contracte de confian\u00e7a<\/h3>\n<p>El gran encert estrat\u00e8gic de Price Packs \u00e9s entendre l\u2019env\u00e0s com una promesa tangible. Dissenyar i produir envasos implica mesos de planificaci\u00f3 i fabricaci\u00f3, fet que converteix qualsevol informaci\u00f3 impresa en un comprom\u00eds a mitj\u00e0 termini.<\/p>\n<p>Imprimint el preu directament a l\u2019env\u00e0s, PENNY elimina qualsevol sospita de canvis inesperats. L\u2019env\u00e0s esdev\u00e9 una garantia d\u2019estabilitat. No \u00e9s un claim publicitari ni una promoci\u00f3 temporal: \u00e9s una decisi\u00f3 estructural que afecta disseny, producci\u00f3, log\u00edstica i distribuci\u00f3.<\/p>\n<p>Tal com explica Matth\u00e4us Frost, Creative Director a Serviceplan, convertir el preu en l\u2019element gr\u00e0fic principal va ser la manera m\u00e9s honesta i contundent de transmetre seguretat en un context d\u2019incertesa econ\u00f2mica.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-15.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14101\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-20.jpg\" alt=\"\" width=\"1600\" height=\"1067\" class=\"alignnone size-full wp-image-14102\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-26.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14103\" \/><\/p>\n<div style=\"width: 3000px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-16861-2\" width=\"3000\" height=\"2000\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-2.mp4?_=2\" \/><\/video><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-3.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14105\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-10.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14106\" \/><\/p>\n<h3>Disseny gr\u00e0fic radical: quan menys \u00e9s exactament m\u00e9s<\/h3>\n<p>Visualment, Price Packs aposta per una est\u00e8tica d\u2019extrema simplicitat. El preu domina l\u2019env\u00e0s amb una jerarquia absoluta. No hi ha imatges, ni storytelling visual complex, ni elements decoratius innecessaris.<\/p>\n<p>Tota la informaci\u00f3 rellevant del producte s\u2019integra de manera funcional dins el mateix env\u00e0s. Aquest enfocament permet que el sistema funcioni en qualsevol format \u2014caixes, ampolles, bosses o envasos flexibles\u2014 sense necessitat d\u2019adaptar el concepte.<\/p>\n<p>El resultat \u00e9s un disseny brutalment clar, on el producte es converteix en el seu propi missatge.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1.jpg\" alt=\"\" width=\"1850\" height=\"1042\" class=\"alignnone size-full wp-image-14107\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-4.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14108\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-16.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14109\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-29.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14110\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-35.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14111\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-11.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14112\" \/><\/p>\n<h3>El color com a eina d\u2019orientaci\u00f3 al lineal<\/h3>\n<p>Tot i que el disseny \u00e9s radicalment simple, el color hi juga un paper fonamental. Serviceplan va realitzar una an\u00e0lisi exhaustiva dels codis crom\u00e0tics de cada categoria de producte al retail alemany.<\/p>\n<p>A partir d\u2019aquest estudi, es van seleccionar els colors m\u00e9s reconeixibles per a cada tipus de producte, facilitant que el consumidor identifiqui r\u00e0pidament la categoria i, alhora, detecti el producte m\u00e9s econ\u00f2mic.<\/p>\n<p>El color no s\u2019utilitza per decorar, sin\u00f3 per millorar l\u2019experi\u00e8ncia de compra i reduir l\u2019esfor\u00e7 cognitiu de l\u2019usuari.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-30.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14117\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-28.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14116\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-27.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14115\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1-1.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14114\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-33.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14113\" \/><\/p>\n<h3>Identitat PENNY: coher\u00e8ncia dins la disrupci\u00f3<\/h3>\n<p>Tot i la radicalitat de la proposta, Price Packs no trenca amb la identitat de PENNY. Elements clau com el caracter\u00edstic punt groc i la tipografia Akko es mantenen com a referents visuals.<\/p>\n<p>La tipografia s\u2019utilitza en un pes negre m\u00e9s contundent per refor\u00e7ar la llegibilitat del preu i augmentar-ne l\u2019impacte visual. Aix\u00ed, la marca continua sent reconeixible sense interferir en el missatge principal.<\/p>\n<p>\u00c9s un exercici exemplar d\u2019evoluci\u00f3 de marca sense perdre l\u2019ess\u00e8ncia.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-13.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14122\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-8.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14121\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-5.jpg\" alt=\"\" width=\"2000\" height=\"1333\" class=\"alignnone size-full wp-image-14120\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-21.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14118\" \/><\/p>\n<h3>Selecci\u00f3 estrat\u00e8gica de productes essencials<\/h3>\n<p>Per al llan\u00e7ament inicial, PENNY i Serviceplan van escollir cinc productes b\u00e0sics de la seva marca pr\u00f2pia: sal, maionesa, civada, pa de motlle i patates fregides. Productes de consum freq\u00fcent, alta rotaci\u00f3 i preus hist\u00f2ricament estables.<\/p>\n<p>Aquesta selecci\u00f3 refor\u00e7a la credibilitat del concepte i demostra que Price Packs no \u00e9s una acci\u00f3 puntual, sin\u00f3 una aposta real pel dia a dia del consumidor.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-25.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14123\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-32.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14124\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-34.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14125\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-36.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14126\" \/><\/p>\n<h3>Un sistema que va m\u00e9s enll\u00e0 de l\u2019env\u00e0s<\/h3>\n<p>El sistema visual de Price Packs s\u2019est\u00e9n a campanyes d\u2019exterior, punts de venda i xarxes socials amb una coher\u00e8ncia absoluta. El preu torna a ser el protagonista a tots els suports.<\/p>\n<p>La campanya OOH amplifica l\u2019impacte del packaging, traslladant el mateix llenguatge gr\u00e0fic a gran escala. El missatge \u00e9s clar, reconeixible i directe: preus petits, gran impacte.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-23.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14127\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-24.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14128\" \/><\/p>\n<h3>Reconeixement internacional: m\u00faltiples D&#038;AD Pencils<\/h3>\n<p>Price Packs ha estat \u00e0mpliament reconegut en el circuit creatiu internacional, obtenint diversos D&#038;AD Pencils \u2014Yellow, Graphite i Wood\u2014 en categories com Packaging Design, Graphic Design, Brand Identity Refresh, Commerce, Press &#038; Outdoor i Direct.<\/p>\n<p>Aquests premis validen no nom\u00e9s l\u2019est\u00e8tica del projecte, sin\u00f3 la seva intel\u00b7lig\u00e8ncia estrat\u00e8gica i la capacitat de resoldre un repte real de negoci a trav\u00e9s del disseny.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-14.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14129\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-12.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14130\" \/><\/p>\n<h3>Cr\u00e8dits del projecte<\/h3>\n<p>Entrant Company: Serviceplan Germany<br \/>\nAdvertising Agency: Serviceplan Germany<br \/>\nDesign Agency: Serviceplan Design<br \/>\nProduction Company: We Make Them Wonder<br \/>\nClient: PENNY<br \/>\nYear: 2025<br \/>\nCountry: Germany  <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-17.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14131\" \/><\/p>\n<h3>Conclusi\u00f3: quan el branding deixa de prometre i comen\u00e7a a complir<\/h3>\n<p>Price Packs \u00e9s una mostra contundent de com el branding pot esdevenir una eina de confian\u00e7a. En lloc de prometre, demostra. En lloc de persuadir, es compromet.<\/p>\n<p>Convertint el preu en identitat, PENNY i Serviceplan redefineixen el paper del packaging i del disseny gr\u00e0fic en el gran consum. El resultat \u00e9s un sistema honest, funcional i valent, que respon directament a les preocupacions reals del consumidor actual.<\/p>\n<p>En un mercat saturat de missatges buits, Price Packs demostra que la simplicitat, quan neix d\u2019un insight aut\u00e8ntic, pot ser la forma m\u00e9s sofisticada de comunicar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quan el preu es converteix en identitat de marca en temps d\u2019inflaci\u00f3 Cada setmana analitzem un projecte de branding que exemplifica com el disseny pot anar molt m\u00e9s enll\u00e0 de l\u2019est\u00e8tica per esdevenir una eina estrat\u00e8gica de negoci. Aquesta vegada, Price Packs per a PENNY, desenvolupat per Serviceplan Germany i Serviceplan Design, representa un dels [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-16861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding destacat de la setmana: Price Packs by Serviceplan - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/blog\/branding-destacat-setmana-price-packs-serviceplan\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding destacat de la setmana: Price Packs by Serviceplan - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Quan el preu es converteix en identitat de marca en temps d\u2019inflaci\u00f3 Cada setmana analitzem un projecte de branding que exemplifica com el disseny pot anar molt m\u00e9s enll\u00e0 de l\u2019est\u00e8tica per esdevenir una eina estrat\u00e8gica de negoci. 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