Kankel Panettone

The creation of a brand and discovering its origins makes it easier to expand its universe with new launches. With the aim of offering a panettone that is not only a gourmet product, but also a central feature at celebrations and gatherings, Kankel Cacao challenges us to redefine the relationship between tradition and modernity.

The packaging acts as a disruptive element and becomes an object which catches the eye by avoiding Christmas references and focusing on the Kankel Cacao brand universe.

A proposal which elevates this panettone to the category of a premium gift, showcasing its ability to surprise, adorn a festive table, and generate a memorable experience at every stage: from unboxing to consumption.

OBJECTIVES

• Redefine the panettone consumption experience, breaking away from Christmas stereotypes and creating an innovative proposal which stands out in a traditional and mimetic market.
• Transform the packaging into a central component: visually striking, functional and capable of decorating a table.
• Generate the ‘Wow’ factor during unboxing, extending the consumer experience beyond the product.
• Position the collaboration between Kankel and Paco Torreblanca as a benchmark in the reinterpretation of a classic dessert, focusing on its exclusivity and premium nature.
• Create a proposition which resonates with younger, digital audiences, fostering a desire to share the product on social media.

PROPOSAL

The origin of panettone dates back to ancient Rome, connected with Christmas since the 18th century as a foretaste of celebration and festivity.

This sweet bread, which originated in Milan (“Toni’s bread” – after a baker’s apprentice who supposedly invented the sweet bread for a nobility dinner), has earned its place around the world as a staple of the festive season.

Kankel, in collaboration with Paco Torreblanca, the world’s best pastry chef in 2022, launches this traditional dessert combining expertise in bean-to-bar and dough fermentation.

Here we distance ourselves completely from tradition by creating a gift which serves to dress and decorate a table on its own. A packaging which seeks to be the centre of attention and the star talking point of after-dinner conversations.

Its structural design ensures the “Wow” factor appears during unboxing; enhancing the consumption experience by gradually unveiling the prized dessert.

Mint green, a soft, fresh and modern colour palette with striking typography; a structure which will not go unnoticed. The use of black for the typeface along with ribbons adds contrast with an elegant and minimalist touch, lending great visual strength while at the same time creating an element to both display and show off. Tradition reinterpreted.

We deliberately steer clear of any reference to Christmas and play with the brand universe anchored in the Kankel Cacao imaginary. We pay tribute to the history of the producers themselves, with a numbered edition which makes it even more special, exclusive and premium.

The success of the proposal lies in its simplicity and the rejection of established tropes; connecting directly with a generation which seeks to share its consumption on social networks and break away from the noise of tradition.

GRAPHIC SOLUTION

A colour palette which is directly linked to the brand and breaks away from the traditional codes of the category. Mint green: a modern, fresh and elegant colour which lends sophistication and minimalism.

The use of an uppercase serif typeface embracing and running across the packaging creates a visual impact while at the same time facilitating brand recognition.

A structural packaging which seeks to be the main focal point and centrepiece for any dinner table by providing a carefully designed unboxing experience to generate the ‘Wow’ factor through the progressive opening and revealing of the product. This numbered edition aims at exclusivity and premiumness.

PRODUCTION

A self-assembly case in which every element has been taken care of, down to the very last detail: from the personalised silk handles to the finishes and the manual numbering. The attention to detail which seeks to reinforce the premium nature of this packaging.