Challenge: Toscano, a beloved all-rounded bakery brand, tasked us to transition its identity into a more modern look while preserving its European Heritage. This was across the brand and and packaging across a diverse range of European inspired baked
goods from brioches to breads, Crepes to pizza, and desserts. The goal was: retaining brand recognition, amplifying the brand’s presence on pack, reorganizing the pack hierarchy, all while staying true to the brand’s European and craft heritage.

Solution: We focused on a soft evolution of its brand assets, simplification and amplification. This involved crafting the logo and placing inside a white flag to proudly
project, and placing the tagline thoughtfully beneath the logo. The iconic crown visual was subtly refreshed to harmonise with the brand name. A clear and consistent hierarchy was established for the Masterbrand, product information, and messaging, ensuring consistency across the different ranges. The gingham strip was retained but utilised for colour differentiation to guide consumers through the range. A strong ownership of black builds on the narrative of a sophisticated and refined European heritage.