la panetteria di eataly
overview
Eataly’s bread was perceived as a shelf product: good, but anonymous. The challenge was to flip that perception - transform the bakery department from a commodity section into an artisanal experience, communicating ingredient quality and the value of tradition directly at the point of sale.
labels restyling
I redesigned the entire label system, creating two distinct formats: a bakery counter label (focused on name, description, and price for assisted service) and a take-away chest label (with ingredients, certifications, and nutritional details for self-service). Both formats follow the Eataly identity (Mrs Eaves typography, brand colour palette, paper texture) while introducing new graphic elements like a structured frame system that ensures recognition and consistency.
The project also included a comprehensive “wrong use” guide to prevent inconsistencies across Eataly’s decentralised store network, a detail that eliminates hours of downstream quality control.
il pane del mese
“Il Pane del Mese” is a monthly editorial project featuring a dedicated poster and matching label, designed for easy replication by individual store teams, balancing creative quality with operational scalability. Each edition combines food photography with ingredient storytelling, creating a small moment of discovery for the customer at the counter.
