Bauli Group Selects Arteficegroup for the Bold Repositioning and Rebranding of Motta
The strategic repositioning of Motta, a storied name in the Italian confectionery realm, marks the dawn of a new era in the Premium segment, unveiling a fresh identity alongside an exclusive partnership with the renowned chef Bruno Barbieri.
A harmonious blend of tradition and innovation, creativity and exquisite ingredients converge to introduce an entirely new line of products that promises an "affordable starred gastronomic experience," crafted with the artistry of Michelin-starred chef Bruno Barbieri.
This ambitious project, which spanned over a year of meticulous effort, originated from the definition of a bold brand positioning, which amplifies Motta's heritage in creating iconic desserts like the Panettone of Milan, celebrates the brand's deep connection with its city's values, and its relentless pursuit of innovation and excellence.
The Rebranding led to a profound overhaul of the brand identity, reconnecting with its historical roots and embracing the awareness of its heritage: Motta Milano 1919. This rebirth starts with the beloved panettone and the study of an innovative Pack design, leading to the creation of a proprietary, minimalist, elegant, refined, and distinctive Pack system, a new blue Pantone, and a new look inspired by the city of Milan and and its iconic symbol: the Duomo.
«The interpretation of 'premium' we envisioned for Motta goes beyond high-quality ingredients, better production processes, and elegant packaging—elements that are all present in the new Motta: our idea of premium has to do with distinctiveness, with the intent to offer customers a surprising experience» commented Luca Casaura, CMO of the Bauli group.
This endeavor goes beyond a conventional branding strategy; it is an extraordinary collaboration, a genuine four-hand creative work. From the creativity of chef Bruno Barbieri arises a range of products introducing panettoni, snacks, and biscuits to the market, characterized by innovative ingredient combinations, surprising recipes, and a contemporary aesthetic. From Arteficegroup's creativity comes an innovative historical identity, merging tradition and modernity in an elegant and sophisticated design, a truly unique and surprisingly distinctive identity, applied to a range of more 30 references spanning from great holiday classics like panettone and pandoro, to the new savory panettoni—the novelty for Christmas 2026—to products designed for daily consumption, such as shortbread cookies and snacks, all characterized by unprecedented combinations and selected ingredients.
This exceptional collaboration saw the Arteficegroup teams working alongside the R&D and Packaging division of the Bauli Group, executing a centralized approach to Artwork Management and Color Management, ensuring unparalleled uniformity and quality in the aesthetics and finishes of the packaging, which embellish all packs, such as the matte varnish and Bruno Barbieri's signature printed in hot gold.
Branding the Difference celebrates an Italian excellence with a special language and design to elevate the historical roots of its heritage, Motta Milano 1919, setting its essence and values into the future.
