Sapori renews its visual identity and the way it tells its brand story

Sapori has launched a new visual identity that goes beyond an aesthetic restyling and marks the evolution of the brand's positioning.

With a tradition rooted in 1832, the brand renews its language, its visual identity and the way it tells its story to speak to a more contemporary audience, strengthen its international presence and showcase Tuscany as an expression of a lifestyle shaped by curiosity, culture and a passion for taste.

The project

The project stems from the desire to make Sapori a brand capable of accompanying consumers throughout the year, moving beyond its exclusive association with festive occasions and transforming almost two centuries of history into a driving force for innovation. An evolution built on solid foundations: Sapori is now the leading brand in Tuscan pastry and is recognised by Italian consumers, confirming the strength of a brand deeply rooted in the collective imagination.

This vision has given rise to “Flavours to explore”, an invitation to experience each product as a journey towards new worlds of taste through the Tuscan attitude. The new story draws inspiration from Virgilio Sapori, a Sienese apothecary who created an original balance between ingredients and influences from distant places, giving life to a heritage of taste passed down through time. A figure who today symbolises the brand’s ability to explore, select and reinterpret Sapori while maintaining a strong identity.

The new visual identity

The strategic evolution is also expressed through the new visual identity, developed together with FutureBrand Milano around the almond, an iconic ingredient in Sapori recipes and the new distinctive element of the graphic system. A warm, contemporary pink becomes the brand’s visual signature, while the design adopts more essential lines and new-vintage references that enhance its heritage without sacrificing modernity.

The logo has also been updated, retaining its historic circular shape, which preserves its recognisability and strengthens its presence on the shelf. At the centre are the foundation date, 1832, and the signature of Virgilio Sapori, which today accompanies every product as a guarantee of quality, from the selection of ingredients to the care devoted to the recipes, in keeping with a tradition that continues to evolve while looking to the future. The colour choices for the packs also help to strengthen product recognisability, reflecting the star ingredient of each recipe and ensuring distinctiveness on the shelf.

The comments

Francesco Meschieri, cmo of Gruppo Colussi, stated: “Sapori is strengthening its leadership by starting with its identity. We have brought it across the entire range, from everyday products to gift packs, using colour as a language to redesign the codes of Tuscan pastry. This is how a leader guides the category: with a character that is recognisable even before its name is read.”

Cecilia Crisanti, global brand manager at Sapori, added: "The Sapori rebranding represents an important evolution for the brand: a journey designed to enhance its identity and express its values authentically, strengthening its connection with its roots and telling a journey of 'flavours to explore' through a new, strong and coherent image. It was an opportunity to rediscover what makes this brand unique and to highlight the journey that has led it to become a benchmark in the main categories of Tuscan pastry".

Sara Pallaro, creative director at FutureBrand Milano, who worked on the rebranding project for Gruppo Colussi, concluded: "Relaunching this brand meant rediscovering its most authentic spirit: the curious and visionary spirit of its founder, capable of combining the art of Tuscan confectionery with an extraordinary vocation for experimentation. From this heritage we created a contemporary brand language that celebrates its roots and renews its ability to surprise”.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.