Refreshing the identity of a WA icon

UNDERSTAND

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.

INSIGHT

Customers value authenticity and tradition – something Princi has in abundance. By leaning into provenance, craftsmanship and flavour as hero attributes, the brand could strike the perfect balance as a producer with deep Italian roots as well as a renewed sense of confidence.

IMPACT