Incardona is a Sicilian brand shaped by the desire to reinterpret tradition through a contemporary lens. The goal was to create a modern, balanced identity that elevates Emanuele Incardona’s naturally leavened panettoni while preserving a strong connection to the rhythms and sensibilities of his craft.
The concept of equilibrium forms the core of the project: suspended shapes, balanced compositions, and visual tension that reflect the precision behind long fermentation processes. Color and typography lead the system, acting as narrative tools that build a warm, expressive, and distinctive visual language. The palette embraces the atmosphere of Christmas, while typographic contrasts give structure, rhythm, and personality.
A subtle linguistic play also emerges from the brand’s name: “dona / Incardona.”
In Italian, “dona” means “gift” or “to give a gift,” a nuance that naturally connects the brand to the Christmas season — a time when panettone has become one of the most meaningful and traditional gifts to share. This overlap adds a human, emotional layer to the identity.
The branding extends across a complete ecosystem: packaging, still-life photography, motion design, website, brand voice, and the advertising campaign The Tastes of Time. Each element contributes to a cohesive visual experience defined by balance, color, and contemporary design.
The result is an identity that reframes the Sicilian panettone through a modern, emotional, and highly recognizable aesthetic.
CREDIT
- Agency/Creative: Rosario Lo Iacono design
- Article Title: Rosario Lo Iacono Design Introduces a Modern Christmas Aesthetic Rooted in Equilibrium for Incardona’s Signature Panettoni
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Italy
- Agency/Creative City: Gela
- Market Region: Europe
- Project Deliverables: Advertising Photography, Packaging Design, Photography Styling, Product Photography
- Format: Box
- Industry: Food/Beverage
- Keywords: panettone, sweets, bakery, pastry
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Credits:
Rosario Claudio Lo Iacono: Rosario Claudio Lo Iacono
Still life photography: Valentina Di Mauro
Still life photography: Alessandro Castagna
