Renewing the image of a historic pastry shop while preserving its ties to tradition and looking to the future. A family-run artisanal business, present in the region for generations, needed to modernize its brand while maintaining its connection to family history, the local area, and the authentic texture of its raw ingredients.

Bronzetti is a historic brand, synonymous with craftsmanship and product quality, passed down from father Marco to son Gianluca. For the rebranding, Mercurio Studio chose to preserve this essence while combining it with contemporary graphics and lettering – eschewing perfection in favor of breaking conventions. The brand name was simplified to just the family surname, accompanied by a payoff that tells its story: “Pasticceria dal 1975.”

The new design strikes the perfect balance between tradition and innovation, featuring a warm and reassuring color palette, finely illustrated raw ingredients across all materials, and a sleek, iconic logo.
 The story of the new brand extended across all materials, including packaging, business cards, and the catalog.

Photography played a key role in developing the brand’s storytelling. Bronzetti Pastry’s research and innovation perfectly aligned with the fresh visual language of Mercurio’s photography. Attention to detail and the architectural symmetry within the images were the key ingredients in crafting a visual identity that communicates the essence of the brand.