Family bakery, three generations · Branding & Visual Identity
Pasticceria Damiani
The challenge
Pasticceria Damiani was preparing to hand the business from father to son, but its visual presence had drifted across three generations: one logo on the delivery van, a different one on the packaging, and a third, hand-painted version on the shop sign. Nothing matched, and the handover felt like the right moment to fix it.
The approach
We interviewed both generations separately before designing anything, to understand what each considered non-negotiable. The new mark kept the hand-lettered warmth the family valued, rebuilt as a proper vector system that scales from a shop sign down to a single sticker on a pastry box.
The outcome
The new identity now appears consistently on the sign, the van, the packaging, and the shop's social channels, with a guidelines document simple enough for the family to apply it themselves to new materials as they come up.
Logo variants in use, before — 3
Logo variants in use, after — 1 system, 4 applications
Guidelines pages the family uses unassisted — 12
“Three generations of the shop had three different logos on the van, the boxes and the sign. Now it’s one identity, and my father actually likes it too.”
