Founded in Turin in 1857 by Luigi Leone, Pastiglie Leone is one of the most iconic Italian family manufacturers. This idiosyncratic brand and its unique candies—pastilles, jellies, gummy sweets, liquorice and fine chocolates—have been part of the fabric of life for every Italian growing up, sparking ‘magical moments’ within each box. A sweet world of exploration, Leone seeks to inspire all the senses with indulgence and magical joy.

But as love for the brand spread around the world, lack of brand awareness and visual inconsistencies were becoming a hindrance for the brand and its growth.

The brand needed to change, without changing a thing.

We partnered with Leone to create a brand to visually unify its diverse portfolio, while preserving the authentic artisanal heritage of a loved iconic brand, to ensure its legacy for generations to come.

By diving into the history and beautiful story of Pastiglie Leone, we discovered that the solution hid within their DNA—a unique fusion of taste, beauty and the very essence of Italy.

For 160 years, Leone’s wild imagination has been expressed through the surprising and innovative flavours, and the detailed, intriguing idiosyncratic pack designs that hint at simpler, happier times. We brought the brand to life with the creative idea, ‘Sensory Escapism’. As the antidote to all the stresses, anxieties and uncertainty in the world, consumers yearn for moments of pure happiness that allow us to escape, even for a short moment.

We wanted to create a brand to visually unify its diverse portfolio, whilst preserving the authentic artisanal heritage of a loved iconic brand, to ensure its legacy for generations to come.

For the brand identity, we took inspiration from the original Leone factory, whose architecture, colour and filigree ironwork throughout the building oozed Wes Anderson vibes— and its hand-painted logo perched atop the building was a key presence for the brand.

Capturing the character and quirks of the brand’s Italian heritage, the typography draws on the classic street signs of Turin with embellished underline strokes and playful characters, to craft a wordmark for today—one that embodies the personality and craftsmanship of a brand that prides itself on perfection.

Working with Italian sign writer, Nicolo Giacomin, we added stature and recognition into the logotype, transforming it into a mark with history and modern confidence.

On each pack, the graphic patterns are formed from the iconic shapes of the pastiglie and sealed with a gold ‘L’ stamp as a sign of quality found within the family’s archives.

The new Leone brand has reinvigorated an Italian national treasure, one that defines the next chapter in its history, capturing the rich heritage of a loved iconic brand, infused with decadent Italian craft and contemporary quirks. The visual identity communicates Leone’s core promise to customers; the rediscovery of a world full of exploration and discovery — an emblem of superlative sweetness.

The new brand was rolled out on the shelves of 7675 stores across Europe, from the Westin Palace Hotel in Milan to the Le Fromager des Halles in Paris. It masterfully unites a complex portfolio steeped in heritage and nostalgia, with the same enticing character, transforming Leone into a global delight.