Renowned Milanese pastry shop, Martesana, recently partnered with Drogheria to breathe fresh life into its brand while preserving its time-honored legacy. A household name since 1966, Martesana's new branding and visual aesthetic is a nod to the 20th-century corner shops, charmingly reimagined for the contemporary audience.
The essence of the branding journey started with the timeless Baskerville font, morphed into a sleeker, sans-serif avatar for a modern appeal. The enduring brand color, orange, was retouched to an earthier hue, subtly alluding to the quality of their handcrafted pastries. Complementing this was the introduction of a sky blue counterpoint, borrowed from the signage of the original 1966 store.
In a strategic move to enhance brand recognition and narrative, Martesana's packaging underwent a significant transformation. With eco-consciousness at its core, plastic was replaced with velvety, tactile Fedrigoni Materica paper in shades of Red Earth and Water. Elements like embossing and hot pressing added a tangible layer to the customer's experience. The packaging also showcases an elegant, transparent arch, inspired by the architectural motif from Martesana's first store, inviting consumers into their sweet, culinary world.
The Christmas packaging saw a festive interpretation of the rebranding ethos. The Panettone boxes, wrapped in the earthy, Red Earth paper, were designed to serve as enduring keepsakes, underlining Martesana's commitment to sustainability. The interior of the box sported a contrasting sky-blue, reminiscent of the original store signage, and a delicately embossed logo running around the volume of the box, enhancing the tactile sensation.
An exciting offshoot of the rebranding initiative was the design of Martesana's flagship store in Porta Romana. Blending tradition and a homely ambiance, the store exudes authenticity through its sensorial materials – wood, terracotta, gold finishes, and a paper factor mimicking cream texture. A multi-textured counter sits at the heart of the shop, much like a layered cake, topped with a sinuous light line, an artistic representation of pastry craft. Dominating the space, the arch reappears, connecting the store to the brand's origins, and serving as an inviting gesture to step into the Martesana universe. The design also includes a "focus point" showcasing key products, doubling as a tasting area, emphasizing Martesana's reimagined brand - a sweet mélange of nostalgia and innovation.
Branding and packaging design artifacts
For more information make sure to check out Drogheria website.