B&B studio has worked with Nestlé on a global redesign for its much-loved heritage chocolate brand Baci. While in recent years, this 100-year-old brand had adopted a more ‘global’ feel, the aim of this design refresh was to help Baci reignite its status as a true Italian icon.

Having carefully analysed the existing brand design equities, B&B created a refreshed packaging design that delivers bolder clarity, whilst re-emphasising Baci’s iconic Italian style. For Baci, a brand that is famous for the special experience of giving or receiving an Italian ‘kiss’, it was key that the design retained the strength of this emotional connection whilst decluttering the pack of generic visual elements. Throughout the process, Italian authenticity was championed above all else, delivering a design with greater craft cues and a more confident personality.

Creati Con Amore
The logo itself has been crafted and simplified, delivering greater emphasis to the flamboyant shape of the original classic Baci logotype. Product names and descriptors are sharpened up, while product imagery is emboldened. The design heroes the famous shape of the Baci chocolate, elevating it as an iconic visual equity. It is used as a spot-varnished background pattern offering a contemporary, almost gift-wrapped feel.

Finally, the love note that is included inside every Baci chocolate has been returned to the Italian language with a single English translation, enabling greater readability and authenticity.

The new design re-establishes Baci’s iconic status, reinforcing a strong emotional engagement with consumers. Through craft and contemporary design, the brand transforms perceptions while retaining every bit of recognition.

“Having the chance to work with such a well-loved brand has been a real joy,” comments Kerry Bolt, co-founder of B&B studio. “We always relish the opportunity to nurture brand equities that have been around for years. A sympathetic understanding of a brand’s history is crucial to ensuring its impact moving forward.”

Florence Audoyer, Managing Director Confectionery, at Nestlé adds: “A beautiful design collaboration for our beautifully iconic BACI brand. B&B understood well what makes BACI so special. Thanks to all the teams & the many contributing individuals, notably from marketing, packaging, supply, finance and the Perugina Factory.”

The new design is being rolled out across three original flavours – Classic, Dark 70%, Milk – as well as a new Coffee flavour.