Princi Smallgoods - Refreshing the identity of a WA icon
Role
Brand Strategy
Brand Identity
Packaging Design
Website & Social
UNderstand/analyse
Princi Smallgoods has been a trusted name in Australian smallgoods for decades, with a proud Italian heritage and a reputation built on craftsmanship, quality ingredients and time‑honoured recipes.
The challenge was to evolve Princi’s brand, retaining the authenticity and tradition customers valued, while sharpening its shelf presence through design and storytelling.
POSITION
By leaning into provenance, craftsmanship and flavour as hero attributes, the brand was repositioned as an artisanal smallgoods producer with deep Italian roots and a renewed sense of confidence, celebrating their traditional, time-honoured family recipes made with Australian produce.
IDEATE
The creative solution centred on a complete refresh of the Princi brand identity. Drawing inspiration from traditional Italian visual cues, we developed a new wordmark and visual system that feels both timeless and contemporary. The updated logo honours the brand’s long history while introducing stronger structure, clarity and shelf impact.
PLAN / Implement
The refreshed Princi identity was rolled out across all packaging components as well as website, socials and outdoor.
Packaging became the primary hero, delivering stronger shelf presence and clearer brand storytelling while maintaining a premium, artisanal feel.
Beyond packaging, the identity was extended across point of sale and digital channels, including a refreshed website and social presence. Each execution was carefully considered to ensure the brand’s heritage story was consistently communicated, while appealing to a contemporary audience discovering Princi through modern retail and online environments.
The result is a brand that feels both established and current. One that confidently honours its past while positioning Princi Smallgoods for future growth in a competitive and demanding category.
