Paluani

A brand with a great past that no longer lives in the present of consumers—this is the context in which the collaboration between Break and Paluani was born, aiming for a complete repositioning of a century-old brand.

The story of the Verona-based company began in 1921 with pandoro and, over time, expanded to include other leavened and festive pastries. These products enjoyed great success, becoming a staple in Italian households. However, in recent years, the brand has stopped communicating, gradually losing its identity and market presence. Today, consumers—especially younger ones—have a weak and confused perception of it.

The goal is to renew the brand, creating a new, strong, distinctive, and memorable identity—without neglecting its core strengths. The new positioning revolves around the craftsmanship of a company with a century of expertise, integrating the founding year into the logo and emphasizing the “Metodo del Tempo Giusto” (the Right Time Method), where carefully refined production times become the brand’s unique selling proposition.

This transformation is accompanied by bold visual choices that redefine brand assets and category codes to build a strong identity and a deep connection with consumers. The color of Christmas becomes orange, complemented by beige and brown details, borrowing a sense of premium quality from the fashion world as a testament to the excellence of its ingredients. At the same time, the food visuals have been redesigned to highlight an irresistible indulgence—essential for standing out on the crowded supermarket shelves.