Petite Pause

Petite Pause grows up

For almost 90 years, Roland has stood for crisply baked products and moments of enjoyment.

With Petite Pause, Roland originally developed a product line for a younger target audience. With the relaunch, Petite Pause was to be guided into a more adult universe and repositioned as a contemporary snack for young adults.

The aim was to address a new generation of consumers while at the same time opening up the Roland brand to new target groups.

A new kind of break

Petite Pause targets a generation that shapes its everyday life flexibly and spontaneously integrates small breaks into its day. Between work, on the go and leisure time, the break becomes a personal moment – for a little indulgence in between, whenever it fits.

The challenge was to present Petite Pause as more adult and more desirable, without losing the brand's approachable and uncomplicated character.

Our approach

A more emotional packaging, vibrant colors and the generous presentation of the product in its original size put the snack itself at the center.

The product is deliberately celebrated on the packaging: the dynamic presentation creates a craving for the taste and at the same time gives Petite Pause a stronger visual presence.

The new design translates Petite Pause into a more modern and more confident brand world, one that is closer to the everyday lives of young adults.