Vicenzi Cookies Packaging Redesign

Matilde Vicenzi’s legacy traces back to 1905 when a small but exquisite line of pastries was created for the first time. Subsequently, Giuseppe Vicenzi took over his grandmother’s legacy to expand the company into an industry with one main focus: produce a wide range of premium baked goods. As a result, The Vicenzi Group was funded in 2005 and acquired two well-known brands: Grisbì, with its famous filled short pastry, and the Mr. Day range of delicious snacks. Today, Vicenzi is known and appreciated in over 100 countries as an international symbol of fine Italian pastry.

Vicenzi Cookies’ strength lies in using excellent raw materials that possess a unique flavor. The product is a delicious cream filling enveloped in crumbly short pastry, with mouthwatering ingredients that please the palate in unexpected ways: a must-have for all seekers of sweet moments.

Furthermore, Grisbì Cookies are a small jewel of the patisserie world, where every bite represents a precious moment of pure bliss to share alone or in good company.

Vicenzi commissioned QNY Creative to redesign the packaging for the U.S. market while keeping the brand’s characteristic artisanal component. The packaging’s background is an ode to Matilde Vicenzi’s old recipe book, in the form of a handwritten letter. The center and bottom of the new packaging represent two distinctive elements: The soft baked cookies are made with natural ingredients, real chocolate, and possess a crispy creamy filling - hence, they’re represented right at the center of the package. The authentic flavor, on the other hand, is represented by the bottom section, in which the flavor color can change from brown to other colors, such as lemon or raspberry, giving room to a line expansion.

Finally, in order to respect and praise the product’s origins, QNY Creative has included the Italian flag and map: two fundamental markers of Italianity.