Transforming a pastry shop into a creative cuisine

OPPORTUNITY
Established in 2015 as a pastry shop, Semplicemente has broadened its offerings over the years, introducing a wide variety of products, from sweets and yogurt to bread, specialty coffee, and wine. The ongoing issue for the brand has been effectively communicating the value of its premium products, often resulting in customer concerns about pricing.

SOLUTION
I facilitated an immersive brand strategy workshop that revealed the very essence of the brand, highlighting two common factors among all its products: top-notch ingredients and creativity. This collaborative process also centered around the founder's vision, contributing to the definition of a lasting brand identity.

The smooth logo shapes reflect the friendly connection between Semplicemente and its clients, while bold letters add touches of passion and trustworthiness. The tagline "Cucina Artigianale & Originale" emphasizes dedication to creativity and high-quality ingredients, avoiding the term "pastry," which feels too restrictive. The tone of voice is both playful and mature, direct yet always respectful. Warm photos capture the brand's energy and customers' love for food by embracing the imperfections that characterize genuine food.

IMPACT
This project successfully reduced client complaints about high prices by 50% and increased Semplicemente's revenues by 20%. The monochromatic color palette helped reduce packaging printing costs.



Client: Semplicemente
My role: Freelance Designer (Strategy, Art Direction, Graphic Design, Packaging, Motion Graphics, Copywriting)
Year: 2023