Baci Perugina replaces love quotes with illustrations for Valentine's Day

For Valentine's Day 2024, Perugina, the Nestlé-owned Italian chocolate brand known for its Baci chocolates, replaced the iconic love quotes inside its wrappers with pop-style illustrations. The redesign, executed by illustrator Antonio Colomboni (born 1983 in Fano), features 23 drawings exploring universal love themes—self-love (a cactus watering itself), love for the universe (a telescope seeing stars with loving eyes), love for animals (two cats forming a heart with their tails), and love in diversity (an affectionate gesture between sun and moon). The new edition will not replace the traditional format but will appear alongside it on supermarket shelves. Perugina, founded in 1907 by the Buitoni family, stated that the shift reflects a fast-paced world where images can instantly capture attention across language, age, and culture. Marketing manager Chiara Richiedei said the brand, now 102 years old, aims to be avant-garde and spread positive messages of universal love. Colomboni described the project as entering history, as Baci has always conveyed emotions through written quotes, and his drawings now become part of that revolution.