Creative Agency: 45gradi
Creative Director: Marina Cattaneo
Senior Designer: Emilio Lenzi
Project Type: Produced, Commercial Work
Client: Manuelina Focacceria
Location: Milan, Italy
Packaging Contents: Focaccia
Packaging Materials: Paper
Restyling the logo and creating the entire coordinated image, including the sales outlet in Milan’s Rinascente of the mythical Manuelina, the historic baker of Recco.
The historic Manuelina logo, associated with the Recco restaurant, needed revamping in order to become part of the sophisticated setting of Annex La Rinascente. This led to the repositioning work that also brought to light the fascinating, unknown story of the bakery where the cheese focaccia of Recco was first created in 1885.
A restyling was required to give a simple product like the focaccia flatbread the aura of a sophisticated brand in order to stand out in such a fashionable setting as Rinascente and, at the same time, generate a reputation for credibility and flavour. The values on which the new brand will be based are: purity, simplicity, tradition and taste. The soft “calligraphic” lettering emphasise the “handmade” nature of the product.
Restoring the history of a product in daily use and a commodity that stands for the importance of excellence, making things so well they become eternal.