Bauli Group tasked us with redesigning the visual identity of Semplicissimi; the Doria range of crackers and snacks built around simple ingredients and everyday wellbeing.

The challenge was to move beyond the visual codes that had defined the range since its launch, creating a fresher and more contemporary identity with greater impact on shelf.

At the heart of the redesign is the product itself. A new visual system brings taste, texture and ingredients to the foreground, making each recipe immediately distinctive while creating a consistent identity across the entire range.

The new packaging system combines strong product imagery with a clearer visual hierarchy and a distinctive colour coding, giving every recipe its own personality while preserving a recognisable family feeling. Ingredients become part of the visual storytelling, helping consumers navigate the range and making taste more immediate and desirable. A simpler, bolder, and more contemporary identity that brings the Semplicissimi world together and lets the product speak for itself.