Background: Buondì was invented in 1953 by Angelo Motta, who wanted to produce a brioche inspired by the traditional panettone recipe. This snack is still made using this simple and genuine recipe: the pastry is left to rise naturally for 22 hours, then it’s covered with a glaze and topped with those unmistakable, crunchy sugar sprinkles. Since the 1970s, Buondì has always been closely tied to the Motta brand so, even though it is now owned by Bauli, it still provides all the guarantees of the historic Milanese brand. Buondì may be considered a ‘light’, simple snack, but that doesn’t mean it renounces on flavour. The positioning of the product and its typical characteristics (shape, glaze and sugar sprinkles) have always been a key feature in the packaging and adverts.
Project objectives: Increase the presence of the Buondì brand through the launch of a new product, focusing on the “light and moreish” qualities of the product, while keeping in line with the new healthy eating trends.
The project: Family feeling and innovation. These two seemingly contrasting objectives come together in the new version of the product, but it is much more than just a “new addition to the product range”. The Buondì brand, which is renowned for uniting lightness with the enjoyment of a tasty, moreish snack, will need to go one step further, entering the more subtle and complex realm of “healthy eating” and “wellness”. We’ve written these words in inverted commas because the product will still maintain its appeal as moreish and enjoyable to eat, as this is a part of its core values. he project has had to take into account both the current advertising regulations and brand values, while at the same time pushing the boundaries far enough to convey the innovative nature of Bauli’s new product. In fact, Wholemeal Buondì Motta has been created to satisfy the growing need of Purchasing Managers to offer families products that unite the varying nuances and degrees of convenience and natural wholesomeness.
From the colours, tone of voice and images (created during the production stage with HyperactiveStudio), right the way through to the fonts, every detail has been specifically studied to convey a soft, “wholesome”, almost rustic sensation, but with a modern look and feel. The gentle shower of grains and cereals communicates the different sensations – moreish craving, wholesomeness, sweetness and pleasure – you experience when eating the product.