Grazetti

Working alongside Panelto Foods and Bord Bia, our brief was to create a brand identity, positioning and packaging system for a new-to-market bakery product to be launched across Tesco stores in Ireland and the UK.

The result is Grazetti, an Italian-inspired focaccia breadstick crafted from slow-fermented Biga dough and stone-baked for a crisp crust with a light, airy center. The name came from the idea of grazing, eating on the go with a nod to the Italian baking culture the founder learned from in the Tuscan region of Italy. Through the findings in consumer research, we explored how to capture the modern "Flexible Grazer" – choosing a healthier snack that bridges the gap between artisanal bread and on-the-go eating. 

Our strategy for the identity balances Italian tradition with contemporary bakery design. The label features notched 45º corners and a keyline grid to help to order the information, ingredients and other features. A die-cut tear line giving the feeling of immediacy and freshness.. A consistent top block anchors the packaging on the shelf, paired with the flavours “Toasted Cheese” and “Berry & Chia” In ‘Marigold Yellow’ and ‘Berry Pink’ to distinguish the range. The on-pack icons introduce active rituals “Mop, Munch, Dunk, Dip” and “Baked for Grazing” helping signify the various different ways to enjoy the product.

Now available to enjoy in the in-store bakery of Tesco.

Photography Credits: @lorainecoxphoto

Outputs: Brand Identity / Product Naming / Copy writing / Packaging 

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