Wagner continued his success story of “Rustipani” with the episode of the “grainy oven bread”. Three innovative varieties were introduced to the market that appeal to lovers of grainy bread specialities: a combination of pumpkin and sunflower seeds, vegetarian topped with “colourful vegetables” or “Mediterranean cherry tomato” and the combination of amaranth and chia topped with “ham”.

The challenge in developing the packaging design for this line extension was, of course, to integrate it into the existing Rustipani range in a way that would both differentiate and harmonise. The preservation of the familiar rustic product presentation on wood as well as the addition of many seeds and grains ensure the shopper’s recognition and orientation at the point of sale.

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