Thin cuts on the front of the packaging evoke the content and its color, generating patterns above the shop shelf. In more than 90 years, the company has become leader in the production of machines and accessories for fresh pasta and bakery. In 2022, 10 years after the previous project, the company embraced a new visual identity, more in line with the high positioning of the products. This involved all the marketing materials, especially product packaging, which was completely re-designed. «What you see is what you get»: through a refined use of fonts, colors and a less didactic graphic language, as well as with the inclusion of QR codes for product use videos, the company wanted to subtract material to add value. Value expressed also through an eco-friendly choice: the switch to fully recyclable cardboard boxes, featuring a digital label with disposal instructions, and a reusable cotton bag to store the product, enabled the company to completely replace polystyrene and PVC inserts. The graphics have been designed to be customizable, thanks to a colored cardboard which, inserted between the product and the perforated box, acts both as a protection and a hint of the color of the product itself. This was thought both to rationalise the packaging inventory and to obtain a pleasant shelf impact in shops.