Break Design Revitalizes Paluani with a Modern Identity Rooted in Tradition

A brand with a great past that no longer lives in the present of consumers—this is the context in which the collaboration between Break and Paluani was born, aiming for a complete repositioning of a century-old brand. The story of the Verona-based company began in 1921 with pandoro and, over time, expanded to include other leavened and festive pastries. These products enjoyed great success, becoming a staple in Italian households. However, in recent years, the brand has stopped communicating, gradually losing its identity and market presence. Today, consumers—especially younger ones—have a weak and confused perception of it. The goal is to renew the brand, creating a new, strong, distinctive, and memorable identity—without neglecting its core strengths. The new positioning revolves around