Packaging to reinforce a message
Sometime the packaging simply has to confirm and reinforces an already known fact. Most Italians and 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 almost equate by proximity to iconic status.