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In 2020, after nearly 40 years serving mouth-watering pastries to the Italian public, the Italian Casa del Dolce decided to change its name to Casa del Dolce Bertolini & Figli. Not only did this help differentiate it from other patisseries using the Casa del Dolce name, but it also showcased its greatest resource: founder Fausto Bertolini and his family. With the help of the NEOM design office (https://www.neom.it), she also took the opportunity to present a brand new brand identity: one that highlights the high quality of the ingredients used as well as the artisanal nature of the sweets it offers.
Bertolini & Figli (https://www.casadeldolcebertolini.it/) is perhaps best known for its Mandorlato – a type of nougat made from almonds and honey traditionally eaten at Christmas in Italy – so the new packaging for this product was particularly significant.
The NEOM folding box offered features White 320 g (200 lb) Fedrigoni Freelife Vellum which has been hot stamped on the front and back with symbols that represent the main confectionery ingredients: honey, almonds, egg whites and sugar.
It was also printed in CMYK rotogravure by ISEM Group – Grafiche Bramucci (https://www.isemgroup.it/) to achieve the look of kraft paper – a nice touch to emphasize the handcrafted quality of the treats inside. Two additional spot colors, Pantone 7630 Brown and Pantone 2253 Green, were used for the text and distinctive midriff, respectively.
Fake belly? That’s right – the front of the box features a circular cutout in its center bisected by a green printed patch, which gives the impression of a belly. Here, the company name – in a modern typeface that still carries a retro touch – is stamped below an illustration of a child baker. (Walking confidently into the future, the boy carries a cake with 6 candles that represent each member of the Bertolini family.) The cellophane window covering this cutout nicely shows off the treats inside.
The shimmering rose gold foil combined with the kraft paper color of the carton ensures this packaging will be noticed wherever it appears while looking like something lovingly handcrafted. The bright pink label sealing the packaging at the bottom adds a tiny but nice splash of color to the box.
Foil stamping also makes an appearance on the front and back covers of a product brochure featuring many of the shop’s mouth-watering candies. Inside, a lovely mix of rich illustrations and photography – all on uncoated paper – further emphasizes the brand’s natural, organic vibe. Although saddle-stitched, it remains flat thanks to the small number of pages.
