MOTTA GRAN DELIZIA:
Packaging & design system
Background: Angelo Motta, born in 1890, after a long and precocious apprenticeship as a pastry chef, opened the first bakery in 1919 with his name in via Chiusa in Milan. At the time the panettone is still low and compact but he, taking up the ancient method of natural leavening, revolutionizes the dough and the shape, inaugurating the “new” tradition of the” high baptistery dome” cake, softer and richer of raisins. Success is immediate and will continue uninterrupted in the following years. From the 50s onwards, a strong diversification began in many markets where Motta enjoyed a huge success. Even today, the Motta recipe remains the same: great care, attention to quality enriched with a touch of imagination to cheer up the homes of all Italians.
The strategy: the Grand Delizia line was created to create an interesting alternative to the classic dove cake.
The project: Creative study of range and product identity. The project carried out by NEOM has developed by building three different levels of communication. First of all: the appetite appeal. Although produced by recurrence, doves live in the large-scale retail sector and are therefore subject to an impulse purchase. Secondly, the understanding of the product: it is a dove without Candiedes. Thirdly, the distinctive characteristic that is the presence of the candied orange or lemon paste which gives the product a perfume and an enveloping and delicious taste. This aspect has been highlighted with the garland of oranges and lemons which aims to convey the aroma and flavor of citrus fruits.