Ecor Panettone and Pandoro

Agency: Metalli Lindberg
Design Director: Derek Stewart
Project Type: Produced, Commercial Work
Client: EcorNaturaSì
Location: Italy
Packaging Contents: Christmas cakes
Packaging Substrate / Materials: Cardboard

EcorNaturaSì is one of the largest distributors of organic and biodynamic products in Italy and has over 700 products under its own brand, Ecor. Their Panettone and Pandoro boxes, part of their range of Christmas cakes, are a main feature in their stores when presented stacked all together and make a colourful in-store display during the Christmas period. Our brief was simply to enhance the effect and impact of both boxes and create a new design. We decided to exploit every aspect of the box to create a playful clash of elements, fragments from the past, patterns and colours associated with Christmas. The typography recalls the lettering used by the old ‘Panifici’ (Italian bakeries) and Christmas decorations and wrapping paper, a Christmas tree …and knitted winter pullovers come together to make a packaging that is fun, decorative and modern.

What’s Unique?
What is unique is that the graphic design of the packaging appears to be void of many images and tregarding the manufacture/production of the product and appears as more of a decoration or, indeed, already gift-wrapped something that shoppers have been very much drawn to it for this reason to, For the same reason the new designs allow the shop assistant stacking the boxes the possibility to create various pattern combinations for the in-store display. As a result, and after only a few weeks in the stores, the boxes have had to be reprinted to respond to the demand.