Buitoni is expanding its range with the launch of Passione Panzerotto, a new product dedicated to one of the best-loved specialities of the Italian culinary tradition. For the launch, ATC – All Things Communicate developed the naming, creative concept and packaging, with the aim of creating strong shelf impact while preserving the recognisable characteristics of a well-established brand.
Buitoni launches Passione Panzerotto, with creative by ATC
ATC – All Things Communicate develops the naming, creative concept and packaging for the brand’s new product
A smile at the heart of the idea
Name, typography and product shot are closely connected: rather than simply appearing on the front of pack, the panzerotto becomes part of the visual composition, completing the word “Passione” in the product name. In doing so, it turns into a broad smile and helps create a distinctive visual device that is both immediate and memorable.
Also on the front of pack, completing the visual, the claim “Fill, fold, bake” (“Farcisci, piega, cuoci”) conveys the speed and ease of preparation offered by Buitoni with this product.
Packaging designed to stand out and… whet the appetite
The facing was developed to make the new launch immediately noticeable at first glance. Large blocks of colour, dynamic shapes and soft, playful typography create an essential visual language, while the palette reflects Buitoni’s established codes, reinterpreted in a fresher and more energetic way.
The result is packaging that uses the product itself to catch the eye, while also making it an active part of the story behind the new launch for consumers.
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