This month, we’re giving you a behind-the-scenes look at our latest collaboration with Seggiano, a leading Italian food curator known for its artisan roots and innovative edge. As their Fractional CMO and Agency of Record, we’ve been working to transform their Challenger Brand Strategy into results-driven action. The first step? A complete overhaul of Seggiano’s iconic Panettone packaging, just in time for the holidays.
This project wasn’t just about creating new eye-catching packaging. It was about embedding Seggiano’s brand story and values into every detail.
Tradition 2.0
Seggiano’s Challenger positioning is rooted in a deep respect for Italy’s culinary heritage while pushing forward with sustainable, modern innovations. Their dedication to partnering with independent artisans and specialty producers across the country sets them apart. So when it came time to redesign their Panettone packaging, the objective was clear: tell the story of Seggiano’s legacy in a way that honors tradition but speaks to modern needs and aspirations of their American customers.
The result? A design that stays true to Italian craftsmanship, with intricate patterns inspired by classical Italian art and architecture. At the same time, vibrant festive colors and dynamic ribbon elements add a modern energy. The packaging not only celebrates the joy of unwrapping holiday flavors but also reinforces what makes Seggiano special: blending timeless tradition with a bold, premium edge.
The Power of People, Place, and Process
When it comes to marketing, packaging isn’t just a wrapper – it’s a storytelling device. Our research showed that while customers loved Seggiano’s taste, they weren’t fully aware of deeper stories that made them special. Since packaging is the first touchpoint with consumers, we knew we had to move beyond just surface-level design. That’s why we ensured Seggiano’s core pillars – People, Place, and Process – were woven into the packaging, giving it the power to build trust and tell its story at a glance.
1. The Human Touch
It’s not enough to claim your products are “handmade” or “artisanal” – you have to show the real people behind them. For Seggiano, this meant spotlighting Beniamino, the master baker behind their award-winning Panettone. His dedication to the craft, his 40-year-old mother yeast recipe, and his connections with entirely local suppliers are what make Seggiano’s Panettone truly exceptional.
Insight: Real stories resonate. Showcase the faces behind your brand to build trust and a feeling of deep connection.
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2. Show Your Strategy
A strategy is only as good as its execution. For Seggiano, we ensured that their commitment to local sourcing and traditional methods were clear at every touchpoint. From highlighting Beniamino’s story to showcasing the art of hand-kneaded dough, we turned abstract values into tangible assets. The packaging made sure that Place – the source of Seggiano’s ingredients – and Process – the meticulous dough preparation – stood out.
Insight: Don’t bury your strategy. If it includes values like sustainability, locality, or craftsmanship, bring them to life in your product experience through storytelling, design, and features.
3. Design for Impact, Not Disruption
It’s tempting to chase disruption, but great Challenger Brands know the real goal is meaningful differentiation. For Seggiano’s Panettone, we moved beyond simply being the flashiest package on-shelf. Instead, we leveraged design to highlight Seggiano’s unique blend of tradition and modernity. This approach used design as a strategic tool to reinforce their brand story.
Insight: Differentiation is about substance, not spectacle. Challenger Brands should use design to emphasize their unique strengths. For Seggiano, it was about authenticity – crafting a design that stayed true to its roots rather than just trying to outdo competitors.
Execute Like a Challenger: Key Takeaways
- Don’t Just Talk About Your Values—Show ThemClaims are easy; proof is powerful. If your brand values craftsmanship, sustainability, or innovation, make it visible. Transform those values into tangible experiences. Showcase real examples in your packaging, advertising, and customer interactions to prove what you stand for.
- Transform Strategy into ActionYour strategy should be a playbook, not a dusty deck. Create actionable tools – like checklists or frameworks – that keep everyone aligned and laser-focused on hitting your brand’s goals. Ensure every detail, from layout to color to copy, isn’t just creative expression but a direct reflection of your strategic vision.
- Make Packaging Your Brand’s AdvocatePackaging is a crucial touchpoint in retail, especially for DTC brands. Go beyond visual appeal – use it to convey your story. Packaging acts as a direct line to customers, providing an opportunity to reinforce brand values, educate your audience, and distinguish yourself from competitors. When done right, it’s not just design; it’s a strategic asset for building trust and loyalty.
What’s Next? Look out for Seggiano’s revamped Panettone packaging hitting shelves this holiday season at Whole Foods and others, and spotlighted in the September issue of Specialty Food Magazine. We’re thrilled to have transformed Seggiano’s Challenger Brand Strategy into a reality.
We’re glad you’re here. We’d love to hear how you’re bringing your strategy to life. Drop us a line, and let’s connect about making your brand’s vision a reality.
