Restaurant, Coffee Shop & Bakery Branding

La Piccola Biscotteria

Brand Design & Strategy / Packaging / Website Design & Development

La Piccola Biscotteria is a 4th-generation artisanal bakery located in Lauria, a small hill town in the Basilicata region of southern Italy. The shop was opened by Anna Maria Miceli in the 90s as an extension of her family’s wholesale bakery, Panificio Agrello, which was founded by Anna Maria’s grandparents. Today Anna Maria can still be found baking bread from the massive wood-ovens her grandparents built for both Panificio Agrello and La Piccola Biscotteria. She’s now joined with her daughters Giovanna and Alessandra.

Italy is a country known for its family-owned, heritage businesses, but the landscape is changing as younger generations choose to forge new paths or take work opportunities abroad. It was truly a pleasure to work with Giovanna and her sister as they navigate this succession for themselves.

The project scope consisted of three main deliverables: 1) digital asset creation of their existing brand; 2) design and development of an e-commerce website; and 3) a series of packaging materials to be used in-store as well as for shipping orders placed through their new online shop.

Hanging above the store in Lauria there is a lovely hand-painted sign that Anna Maria had made when she first opened La Piccola Biscotteria. The script, frame and design elements were too good to ignore. I created a series of digital assets from the sign, including the primary logo, a simplified logo using just the script, and several secondary marks. The color palette was inspired by the store interior, especially the pale rose pink of the pavement and the dark brown of the antique madia used as the main counter.

I designed and developed a website in Shopify to allow Giovanna and her sister to easily manage inventory, add products, fulfill orders and monitor performance. I designed custom boxes and plastic-free packing tape to ship orders, as well as a series of stickers, tags, and tape for adding a bit of flair to purchases made in the store.

For Easter 2024, Giovanna used her new brand system to design and produce her own personalized cookie tins. A brand system is only as good as it’s usefulness to create new branded assets.

Primary Logo

Color Palette

Custom Boxes

Creative Vision for Hospitality Brands.

I bring a practical, creative approach to branding for hospitality businesses. I’m an experienced leader and a trained designer dedicated to empowering owners, developers and managers to deliver world-class hospitality through creativity.

La Piccola Biscotteria

Primary Logo

Color Palette

Custom Boxes

Creative Vision for Hospitality Brands.

Hospitality Branding

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