Il Forno di Calzolari

Supporting the brand evolution of a locally growing organization

Il Forno di Calzolari is a locally growing organization that has trusted us for two rebrandings over the years. In both cases, we developed a communication strategy that highlights storytelling and the artisanal dimension: a consistent and narrative visual system, from the logo and packaging to promotional materials and store displays.

The bakery is also an active and engaged community that shares values, traditions, and a love for the local area. It’s the Comunità Grano Alto that organizes Forni e Fornai•e, the bread festival of Monghidoro, for which we manage both the visual identity and the facilitation of workshops and seminars every year.

For the first rebranding, we started with an iconic element: the girl symbol of the brand, which we preserved and reinterpreted in a contemporary way. The project began with listening to the bakery’s story, building an identity that was true to its origins while looking to the future.

The second rebranding introduced the use of photography to showcase products and production stages. This was a major change from the previous identity, but we didn’t abandon the illustrated and calligraphic style that had always defined the brand, combining these elements across all applications: from stores to uniforms, social media communications, and packaging.

For the 2022 edition of Forni e Fornai•e, we designed a narrative pattern representing the stages of the grain’s life — from seed to loaf — which was adapted to both online and offline materials, from city posters to social media communication. The graphic visualizations, created on recyclable materials and even placed on hay bales, told stories of the local area and relationships.