An industry that was traditionally based on heritage, tradition and quality has evolved into one that is centred around a “less is more” approach used to represent quality and culture.
About project
Panem - an artisan bakery in Lecce offering daily baked breads and pastries
At the core of the brand identity
From the brand identity through to packaging design, merchandise design and campaign design, we needed to create something that felt different to what is known to the Italian bakery space, creating an ownable identity that breaks the mould of what is known in the overcrowded artisanal bakery space, as well as challenging the approach of new bakeries to hit the Italian market in the future.
Panem takes full advantage of this visual market model, challenging the typical unprofessional design with unapologetically loud and proud typography balanced with the requisite fiery orange and cream colour palette that polarises what is known in the painfully boring bakery market.
The polarising choice of typography and colour is balanced with a minimalist use of space & photographic art direction to allow the core identity of the brand to remain the hero, whilst still making it abundantly clear what Reggie is offering their audience through unmissable photography.
The logo design underpinning the brand identity is bold, striking and yet approachable
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