EY STUDIO AVOIDED ‘GOURMET' TRENDS FOR SOMETHING MORE AUTHENTIC TO REBRAND ITALY'S MOST ICONIC PANETTONE

Summary from the TLDR Design newsletter

Italian design agency Ey Studio rebranded the iconic confectionery brand Alemagna by drawing inspiration from Italy's post-war modernist design era, combining handcrafted geometric typography, archival imagery, and updated packaging to honor the brand's heritage while making it feel contemporary. The studio deliberately avoided both luxury and experimental design trends, aiming instead for an authentic, accessible identity that reflects Alemagna's long-standing connection with everyday Italian culture.