Iginio Massari

Alta Pasticceria

Iginio Massari, the great Italian Master Pastry Chef, the most awarded, the most recognized and recognizable, asked us to think about his identity, to define an image that represented him through his products.
It all started from an interview with him and his family, in the historic pastry shop in Brescia.
The difficulty of telling in brief the long story of a great character, famous for being a "ruthless judge", led us to find the solution by observing his work.

The showcase of sweets that made him famous has become the inspiration for an image that brings with it the joy, the colour, the celebration that its products represent, overcoming the typical minimalism of stereotyped luxury in contemporary pastry making and opening up to a new language that we could define as “Enthusiastic Pop”.

Starting from the paper with which the packages of Sunday sweets are carefully made manually, we "wrapped" all the boxes used by the Maestro to package his products.

The work was then completed by studying the first brand spaces in Turin and Verona, where the new image found its 3D and experiential application.