(Case study / Brand Identity / Packaging Design)

A new identity to showcase the history of the brand that invented Pandoro

Blue and gold Melegatti Pandoro Originale pack on a blue background with crest and decorative text.

/Project overview

Great brands evolve when they manage to reinterpret their own history through a contemporary language

For Melegatti, we developed a brand identity evolution project covering the logo restyling, the entire holiday packaging line and the design of two special celebratory editions for the brand's 125th anniversary. The process was completed through storytelling, photo shoots, catalogs and communication materials, turning every touchpoint into an opportunity to tell the value and tradition of this historic Verona brand.

(Details)

Client	Melegatti
Industry	Confectionery
Services	Brand Identity · Logo Design · Packaging Design · Limited Edition Design · Storytelling · Food Photography · Catalogs · Below-the-Line Materials
Category	Brand Identity & Packaging Design

/The challenge

Renewing the brand's image while preserving the product's heritage

The evolution of Melegatti's identity had to showcase over 125 years of history through a more contemporary, distinctive language. The new packaging system had to strengthen the brand's premium perception while keeping the iconic elements recognizable, the ones that have always accompanied the Pandoro Originale and the other holiday products.

/The approach

Tradition and contemporary style within the same brand system

The project began with a logo restyling and a redefinition of the entire packaging architecture, introducing on-pack storytelling about the origins of Pandoro and the brand's founding values. The same creative direction guided the design of the celebratory Christmas and Easter tins, reinterpreting historical elements from the Melegatti archive through an elegant, contemporary graphic language. Photo shoots, catalogs and below-the-line materials completed a consistent, recognizable communication system.