An icon lives forever but how can it be forever young? Changing to never change.
The new Pavesini visual identity, born from the collaboration between the marketing team and the independent agency Marimo, renews the image of the historic brand, enhancing its iconicity.
Pavesini carries with it an important heritage; it is the reliable, cheerful, sunny brand that has always focused on lightness, a concept that, however, felt the need to evolve into a more contemporary perspective.
The rebranding, which accompanies the brand from point of sale to digital, was a tough challenge that the Rome-based agency took up with passion, starting with the new positioning “The Light Side of Life.”
The visual system aims to express the values of emotional lightness, joy, and conscious lightheartedness: from the logo designed with ad hoc typography to the sunny yellow, from the prominence given to Pavesino, to the good vibes, identified by the graphic sign of sound waves, which propagate and infect with good humor.
Marimo brought to the pack to pack the new Good vibes positioning and found a way back to Pavesini iconic status. Because Pavesini is not a brand, it’s an Italian unicum, a bakery masterpiece, an icon.
“To have a historical icon in our hands and to have to renew it was a great challenge and at the same time a great responsibility. An icon never dies but must always be kept young: it must change in order to never change, deeply understanding the present while not betraying its identity.” says the creative director Anna Di Cintio.
CREDIT
- Agency/Creative: marimo
- Article Title: Pavesini New Visual Identity by Marimo Agency
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Rome
- Market Region: Europe
- Project Deliverables: Logo Design, Packaging Design
- Format: Flow-Pack
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: Good Vibes
-
Credits:
Logo and Packaging Design: Alice Duranti
Art Director: Oriana Distefano
Art Director: Lorenzo De Angelis
Photography: Enrico Caputo (Food Pirate Studios)
Motion Design: Emanuele Sabetta
Production: Marzia Papiri
Account Team: Dadà Isola
Account Team: Alessandra Avico
Account Team: Luigi D’Anna
Account Team: Lucia Spini
Creative Director: Anna Di Cintio
Creative Director: Mariano Lombardi
Chief Creative Officer: Paola Manfroni
General Manager: Giovanna Ridenti
