client /
BERGI HOLDING
JOB /
Bread and baked goods are an essential part of Italy’s culinary story. Each region has its own tradition, yet all are united by a deep passion for taste and quality. The new brand “Panificati Valpò” was created to express the value and goodness of products made with skill, passion, and a genuine respect for tradition.
the brief:
Branding is a key driver of strategic marketing, and the Panificati Valpò project is a clear and compelling example of its impact. This project involved the development of the naming, the brand identity, and the visual system for the entire product range. Panificati Valpò is a new company under the Bergi Holding Group, which also includes Pastificio dei Prai and Bergi. The group is rapidly becoming a prominent player in both the Italian and international markets, where Made in Italy—especially in the food sector—continues to be seen as a mark of quality and authenticity. The goal was to create a brand that would stand out in the market while staying closely tied to its product category and its core values: freshness, naturalness, fragrance, great taste, and premium ingredients. The identity needed to be modern and engaging, with subtle references to Italy’s long-standing baking traditions.
strategy:
The name “Valpò” was chosen to highlight the company’s strong connection to the Polesine region—a fertile agricultural area nestled between the final stretches of the Adige and Po rivers and stretching out to the Adriatic Sea. The brand positioning was designed to strike a balance between tradition—represented by time-honored recipes—and a relaxed, enjoyable sense of conviviality. To reflect this, a hand-drawn logo by a calligrapher was created to convey both warmth and heritage, while also expressing a soft sense of authority and authenticity. The rest of the visual layout focuses on communicating the rich, fragrant nature of the baked goods. The packaging design is inspired by the look and feel of a classic bakery paper bag—familiar, warm, and inviting. With a simple snip, the pack can be transformed into a practical, attractive container ready to be brought to the table. To unify the product line, a strong sense of brand cohesion was achieved through a consistent visual system. Each product variant is differentiated by a border color that reflects its content, along with clear, prominent labeling of the product name and key features—ensuring both clarity and shelf impact.
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