A niche segment defined by highly specific aesthetic codes and elevated expectations: in the world of premium pastry, every dedicated product is expected to become part of a true ritual. This is the context behind Pastry Selection, the 2026 launch through which Segafredo introduces a B2B proposition created for Italy’s finest pastry shops. Two exclusive blends, a coordinated system of POP materials and an offering with a clear objective: bringing the experience and tradition of coffee into the world of high-end pastry.
In preparation for the official launch at Sigep 2026, and building on an already established collaboration, ATC – All Things Communicate supported the brand from the earliest stages of the project, translating the initial strategic direction into a distinctive concept and a dedicated visual identity. In doing so, the agency embraced the challenge of developing a visual language capable of engaging with the aesthetics of contemporary pastry, a world of flawless glazing, carefully curated displays and design-led interiors.
The visual identity created for Pastry Selection combines vibrant tones, pop art influences and soft, flowing lines inspired by creams and piping-bag decorations. The result is a contemporary system capable of standing out even in highly designed environments, while retaining a refined and elegant feel, transforming the packaging of the two exclusive blends into visually appealing elements fully aligned with the channel for which they were created.
Once the range codes had been established, ATC extended the graphic devices across a system of in-store materials and accessories designed to accompany customers throughout different moments of the service experience. In this application, the flowing lines of the packaging emerge in contrast against a satin-finish background, creating continuity between product and environment and making the project immediately recognisable within the pastry shop setting.
Completing the project, the trade catalogue serves as the synthesis of the entire initiative: a tool that translates the identity of the new range into a concise and coherent visual narrative. Through evocative imagery, the recurring motif of the iconic S and the range’s distinctive visual codes, the catalogue supports the sales force in engaging with the world of fine pastry, presenting the new launch through a language that combines aesthetics, clarity and brand value.
“For Pastry Selection, our goal was to create a proposal that felt out of the box, while integrating naturally and respectfully into some of the most renowned pastry shops,” says Marta Tagliaferri, ATC Senior Account Manager and project lead. “That is why we approached the packaging, POP materials and catalogue as parts of a single narrative, built around a consumption moment with its own distinctive rules and characteristics.”
