Ey Studio Rebrands Alemagna with Modernist Heritage, Rejecting Gourmet Trends
Italian design studio Ey Studio has rebranded Alemagna, the iconic Milanese confectioner known for its panettone. The project, a long-held dream for the studio, involved deep research into the brand's history from its first pastry shop in Piazza del Duomo to its expansion during Italy's post-war 'Miracle Era.' Creative director Marco Corona emphasized avoiding both luxury and experimental trends to keep the design accessible. The new visual identity features a geometric, handcrafted typeface inspired by Italian Modernism and letterpress printing. Packaging combines cropped duotone archival imagery, handwritten signatures, and a color palette of Alemagna's historic ice blue paired with bold red-orange, breaking away from pastel bakery tones. Flavor-specific color combinations are derived from key ingredients. The rebrand aims to balance heritage with contemporary relevance for 2026.
Key facts
- Ey Studio rebranded Alemagna, Italy's iconic panettone maker.
- The studio researched Alemagna's history from its first shop in Piazza del Duomo.
- Alemagna's success grew out of Italy's post-World War II 'Miracle Era.'
- Creative director Marco Corona led the project.
- The new typeface is geometric and handcrafted, inspired by Italian Modernism.
- Packaging uses cropped duotone archival images and handwritten signatures.
- The color palette features ice blue and bold red-orange.
- Flavor-specific color combinations are based on ingredients like gingerbread and orange.
- The studio rejected gourmet and new-wave trends for authenticity.
- The rebrand is designed for 2026.
Entities
Artists
- Marco Corona
Institutions
- Ey Studio
- Alemagna
Locations
- Milan
- Italy
- Piazza del Duomo