This updated included new branding, packaging and an update to the name. L’Albero del Pane becomes GranArt, a name that refers to the key ingredient - the grain - but also to the concepts of art and craftsmanship. “Albero del Pane” becomes a pay-off, remembering the past of the company.
"L’Albero del Pane (“The Bread Tree”) had an excellent product line of premium salty snacks inspired by the Tuscan breadmaking tradition. The brand was little known, with a poor image and a bad distribution on the national market.
The design challenge was to define a more appealing identity to enter the italian market."
The design solution
"The strategic design agency Carré Noir Italia creates a completely new brand: GranArt, a name that refers to the key ingredient - the grain - but also to the concepts of art and craftsmanship. “Albero del Pane” becomes a pay-off, remembering the past of the company.
The "stencil" graphics communicates a sense of "handmade", authenticity, wholesome quality.
An exclusive key visual on all the labels: a stylized brown tree that represents The Bread Tree with a childlike style.
While keeping the simplicity of the current packaging structure (transparent bags), the design solution creates a mood of elegance and distinctiveness. A poetic image, capable of conveying the charm of bread made as it once was.
The agency also launched the new website www.granart.it"
"In less than six months, there has been a 19% increase of sales. The product line was chosen by new big retailers, as Coop Nordovest, Conad Tirreno, Finiper, il Gigante."
Designed by Carré Noir Italia