INCARDONA – Paste di mandorla e rame siciliane

Incardona, Dolcezze di Sicilia expands its range with new packaging for traditional almond pastries and rame siciliane. The line extension builds on the brand’s established identity, bringing two classics of Sicilian patisserie into a contemporary visual context.

The project explores how packaging can express regional heritage beyond familiar decorative conventions. Moving away from recurring motifs such as majolica tiles and Sicilian carts, the design places the pastries at the centre of the narrative. Their shapes, textures and decorations become the most direct expression of their origins.

Balance is the core concept behind the visual identity. Oversized letterforms drawn from the logotype interact with photographic compositions of the pastries, creating a dialogue between graphic structure and product imagery. Stacked sweets introduce a playful sense of tension, while typography and negative space hold the composition together.

A restrained palette of warm almond beige and deep brown connects the packaging to the products it contains. Matte paperboard contrasts with selective gloss UV varnish on the graphic elements, adding depth through the interplay of surface texture and reflected light.

Both references share a consistent design framework, with photography and product naming distinguishing the varieties. This approach maintains recognition across the range while giving each product its own presence.

The concept extends into the accompanying art direction: tilted boxes balance on individual pastries, while staggered arrangements transform the packaging into sculptural compositions. The result is a cohesive extension of the Incardona identity, rooted in Sicilian pastry traditions and expressed through a contemporary design language.