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, emerged from the redefinition of a bold brand positioning that amplifies Motta's legacy in creating iconic sweets like the Panettone di Milano. It celebrates the brand’s deep-rooted connection to the values of its city and its relentless pursuit of innovation and excellence.
The rebranding initiative has led to a profound transformation of the brand identity, reconnecting it with its historical roots and embracing its heritage: Motta Milano 1919.
This renaissance begins with the beloved panettone and an innovative pack design, culminating in the creation of a proprietary minimalistic, elegant, refined, and distinctive packaging system, enhanced by the collaboration and signature of chef Bruno Barbieri, a striking new blue Pantone, and a design inspired by the city of Milan and its iconic symbol: the Duomo.
"The premium interpretation we envisioned for Motta transcends mere high-quality ingredients, superior production processes, and elegant packaging—elements that are indeed present in the new Motta. Our concept of premium is about distinctiveness, aiming to deliver an extraordinary experience to our customers," remarked Luca Casaura, CMO of the Bauli Group.
This endeavor goes beyond a conventional strategy and branding exercise; it is a remarkable creative collaboration. From chef Bruno Barbieri's imaginative vision arises a product range that seamlessly intertwines the company's rich history with his culinary genius, introducing the market to panettones, snacks, and cookies featuring innovative ingredient combinations, groundbreaking recipes, and a contemporary aesthetic. From Arteficegroup's creativity springs forth an innovative historical identity that masterfully fuses tradition and modernity in an elegant and sophisticated design—an identity that is truly unique and strikingly distinctive, offering a starred experience right from the packaging, even in everyday moments. The outcome is a diverse array of 23 products, ranging from classic festive treats like panettone and pandoro to everyday delights such as cookies and snacks, each characterized by unexpected pairings and carefully selected ingredients, where every product narrates a story born from the dedication and passion of the many individuals who brought this vision to life.
This exceptional collaboration has seen the teams at Arteficegroup work alongside the R&D and Packaging division of the Bauli Group, executing a centralized approach to Artwork Management and Color Management, ensuring uniformity and unparalleled quality in the aesthetics and finishes of the packaging. This includes matte varnishing and chef Bruno Barbieri's signature elegantly embossed in gold foil.
With this groundbreaking project, Arteficegroup proudly heralds a new era of excellence, setting unprecedented standards in quality, design, and unique specialist skills within the market.
