The recent rebrand of Pastiglie Leone by Design Bridge & Partners is a masterclass in blending nostalgia with modernity. The transformation isn’t just about visual aesthetics—it’s a narrative celebrating the brand’s 160-year history while appealing to a new generation. Drawing inspiration from the factory's architecture, colours and detailed ironwork, gives off a charming, whimsical feel reminiscent of a Wes Anderson film.
At the heart of this visual revamp is a commitment to 'Sensory Escapism' - a brief moment of joy where the everyday stresses and anxieties are put on hold. Through ornate typography, pastel colour palettes, and playful illustrations, Leone’s new look transports viewers to a time when candies were more than just confections—they were tokens of joy, imagination, and experience. It’s a feast for the senses, making the visual identity a truly immersive experience.
Pastiglie Leone’s reimagined packaging achieves a delicate balance: it respects the nostalgia of long-time customers while embracing vibrant elements that capture the curiosity of younger audiences. For heritage brands, such a rebrand is a delicate dance between the past and future. Leone’s new identity reminds us that preserving history is not about freezing it in time—it’s about finding new ways to make that history feel alive and relevant. It's a sort of rebranding without actually changing a thing.
It’s all about storytelling. Leone’s new look retains its signature whimsical spirit while incorporating modern touches that feel warm and approachable. The use of vibrant colours and intricate details evokes a sense of nostalgia, blending familiarity with a sense of exploration. This rebrand shows us that good design isn’t just about looking fresh; it’s an invitation to rediscover a brand’s story in a new way.
