Combining rebranding and packaging, the creative challenge becomes far more interesting. And that was exactly the case considering the related to Forno Classico chain of bakeries project by Artware. This process resembles more or less a game of balance between the familiarity of the old image and the re-establishment of a new, fresh marketing approach through both brand and package.
In the rebranding task, the new design features a new look where the company name occupies its own exclusive space, and the “Classico” note is upgraded through visual placement and its new handwritten font. The upgraded design of the wheat ear, as the main artistic element of the former brand, now occupies the top position of the logo. Through the renewal of the corporate identity, we have a fresh logo, which also, clearly, retains its link to the brand’s long-standing presence.
For the design of the new packaging of Forno Classico bakery products, we chose the purest version of the products’ colour palette, in white and yellow, thus highlighting the product itself. We applied the corporate identity to a multitude of packages of different sizes, to serve all packaging needs, while adding inside the boxes a printed motto, telling its own story of pleasure.