Packaging to reinforce a message
Sometime the packaging simply has to confirm and reinforces an already known fact. Most Italians, surely all Milanesi, will have heard of Cova, the traditional & well established baker of artisanal Panettoni (Christmas cakes). The packaging was not intended to drive clients to select the product, available in the store & not in mass chains, but rather to recall and reinforce the values of artisanal, tradition, elegance, and by proximity evoke an almost iconic status.