WHAT MAKES IT SPECIAL

Known for Italian specialty baking with a modern twist, Nonni's combines old world traditions with contemporary recipes that create distinct appearance, taste and texture.

The original packaging was standing out at shelf, but lacking distinctiveness and a unique and motivating point of difference. Nonni's felt there was an opportunity to communicate their authentic brand story in a compelling and meaningful way.

To understand how the Nonni's brand story would best resonate with current and potential consumers, we used our Brand Manifesto™ process. During this discovery phase, we developed multiple brand platforms and associated packaging systems.

RESULTS

Inspired by high-end Italian design, the new packaging for Nonni's takes a sophisticated approach. Branding and flavor communications appear in unsuspected locations creating an asymmetrical composition that allows the biscotti and real, authentic ingredients to shine.

The simple, vertical ribbon serves multiple functions. It holds the brand and flavor communications, it features the product with a clear window, and it helps anchor the real ingredient seal. The Carrera marble backdrop reinforces the notion of authentic baking and provides a modern, bright expression that feels ultra-premium.

CRAFTING A STORY

Continuing to build and strengthen the Italian roots of Nonni's, the back panel story retraces the origins of the brand to Lucca, Italy. It is the place where the original Nonni first baked her delicious treats for family and friends.

A vignetted, wood-cut illustration depicts the town's main piazza, while the ribbon from the face panel wraps over the top of the box and highlights a simple down-shot of espresso topped with a biscotti treat.