Pasticceria Marisa

A family story of sweetness


Branding Ecommerce Performance Marketing Website Social Media Marketing Packaging

The signature of a sweet family story. Since 1911, Pasticceria Marisa has grown to become a point of reference in the panorama of national pastry thanks to obtaining the prestigious Gambero Rosso awards and winning the bronze medal at the Pastry World Cup in Lyon in 2013. A project that has seen us involved in the creation of the new identity, a new website in the management of brand communication through each single touchpoint.

Pasticceria Marisa logo


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From a showcase to a digital space for sharing

We wanted the Pasticceria Marisa website to go beyond the concept of a showcase, to transform itself into a digital space for sharing. The user can not only experience the purchase of products through the online shop, but can also participate in live events and virtual tours that lead him inside the laboratory, to experience and breathe the warm and familiar atmosphere that distinguishes the brand.

A dialogue between contents and community

The social ecosystem of Pasticceria Marisa is made up of profiles dedicated to the pastry and ice cream business and to the figure of the master pastry chef Lucca Cantarin. The social strategy that we have studied aims to make all the profiles dialogue, making them the protagonists of a single story, told through photographic visuals, concept videos and a copywriting activity calibrated to involve the warm community that revolves around the world of Pasticceria Marisa.

Cocoa beans and sustainable packaging design

Sustainability has long been at the heart of many of Pasticceria Marisa's innovations: with the valuable contribution of Favini, we have also introduced this concept into product packaging. The fruit of this restyling is a line of packs (winners of the 'Best Packaging Gambero Rosso 2023' award and the Mediastars award for the 'Packaging Design' section) made with Crush Cacao, a paper with an unusual tactile appearance but of the highest quality, produced with EKOenergy and GMO-free. Favini's Crush Cacao contains 40% post-consumer recycled content, in particular saving from landfill the residues from cocoa bean husks - an ingredient never missing in Marisa's laboratories - and from citrus fruits, grapes, cherries, lavender, corn, olives, coffee, kiwi, hazelnuts and almonds. However, the sustainability of Pasticceria Marisa's new packaging does not only concern the material used but also the design: thanks to in-depth research in the field of papermaking, we were able to optimize the use of printing sheets to reduce packaging waste by 30%; finally, the choice to print with water-based varnishes finalizes a product that fully respects the principles of reducing the impact on the environment.