Around the Family Table.

Toscano, with its established bakery portfolio, aimed to enter the highly competitive wraps category, where strong shelf presence and clear brand differentiation are key.

Challenge

B! Brand was tasked with launching a new Italian Flatbread range that would stand out while staying true to Toscano’s heritage. The new range needed strong appetite appeal, distinct flavour differentiation and authentic Italian provenance, communicated through a non-traditional packaging format. The goal was to maximise design impact while preserving both brand and product shelf presence.

Solution

B! Brand created a distinctive, appetite-driven design for the Toscano Italian Flatbreads, using bold variant callouts, enticing photography and clear ‘heat, fill & fold’ instructions to enhance shelf standout, inspire use and maintain brand consistency.

Using our brand building blocks, we launched a clear, appealing range with strong shelf presence, Italian cues and clear wraps differentiation: 

B Clear

A new product range with appealing product imagery and clear preparation instructions to maximise visibility in the wraps category and ensure instant consumer understanding.

B Relevant

Packaging and messaging reflected authentic Italian provenance, strong flavour differentiation and effortless meal preparation — aligning with modern food trends and lifestyles.

B Consistent

We created a new segmentation offer that aligns visually and tonally with Toscano’s bakery portfolio while standing out as a fresh, differentiated bakery offering.