Evolving tradition.

Toscano, a beloved all-rounder in the bakery category, engaged B! Brand to evolve its identity into a more contemporary expression while honouring its European heritage.

Challenge

The transformation spanned packaging for a wide range of baked goods, including brioches, breads, crêpes, pizzas, and desserts. Objectives included maintaining recognition, enhancing shelf presence, reordering hierarchy and preserving the brands artisanal roots.

Solution

B! Brand revitalised Toscano with a scalable design architecture clarifying hierarchy, elevating shelf presence and honouring European heritage. Cohesive visual identity featured appealing food photography, legacy cues, with a rustic paper-like feel evoking an artisanal bakery offer, reduced soft plastic across the bakery aisle.

Using our brand building blocks we created a clear, scalable design and consistent legacy cues to boost Toscano’s visibility and recognition:

B Clear

A scalable, structured design architecture was introduced to clarify hierarchy, enhance Masterbrand visibility and support cohesive brand expansion.

B Relevant

Curated food styling and photography, inspired by European aesthetics, enhance appetite appeal and shelf standout while aligning with modern consumer tastes.

B Consistent

A unified visual identity, anchored by bold black and Toscano’s iconic crown, retains legacy elements like the gingham strip to ensure brand recognition and consistency across products.