Abrand with a great past that does not resonate with the present lives of consumers: this is where the collaboration between Break and Paluani started for the complete repositioning of a century-old brand.
Paluani
The story of the Verona-based company began in 1921 making Pandoro and over time extended to other leavened and festive sweets. These products enjoyed great success, eventually becoming a staple in every Italian household. However, in recent years, the brand has failed to communicate, gradually losing its identity and market presence, leading to the present day where consumers—especially younger ones—have a feable and confused perception of it.
The goal is to create a new, strong and memorable identity. However, this is not done without leveraging the brand's strengths. The new positioning revolves around the expertise of a company with a century of experience. The founding date became part of the logo and the definition of the Metodo del tempo giusto, (describing the leavening technique refined over time) becomes a USP.
On a visual level, bold choices challenge the brand assets and some category codes, too, in order to create a strong identity and a connection with the consumer: the color of Christmas becomes orange, with beige and brown details, reflecting a premiumness borrowed from the fashion world (a testament to the quality of the ingredients used). At the same time, the food visual is renewed in an irresistible appetizing appeal, the main driver of purchase on the crowded shelf of the Mass Market Retailers.