digital strategy for food retail

THE CHALLENGE

Bakery Pstore came to us with a legacy and a fractured brand story.
After multiple ownership transitions, the bakery needed more than a facelift: it required a cohesive narrative that could reintroduce its roots with credibility, in a city where food is part of the cultural identity.

Located in the heart of Verona’s historic center, surrounded by high-footfall and high-noise tourism, Bakery Pstore faced a second challenge:
how to stand out as a destination for food travellers, not just a convenient stop for passing tourists.

Finally, premium pricing added pressure: the brand had to justify artisan-level costs in a market flooded with fast, low-priced baked goods. From slow fermentation to organic flour sourcing, we needed to make every detail count visibly.

The task? Build a brand that speaks to both locals and international gastronomic tourists, ready to invest in a Made in Italy food experience that feels exclusive, not generic.

We had to:
Restore confidence in a brand with a complex past
Stand out in Verona’s historic center, flooded with bakery storefronts and foot traffic
Justify premium pricing in a market used to fast, cheap pastries
Build a communication strategy for a slow-fermented, organic bakery that speaks to both locals and tourists




STRATEGIC INSIGHT

As one of Italy’s most visited cities, Verona draws travellers hungry not only for history, but for authentic culinary experiences tied to place and tradition.
We understood that Bakery Pstore wasn’t just a local bakery it had the potential to become a Verona landmark for slow-fermented, organic bread, crafted with the same pride as the city’s stonework.

Our insight:
-In experiential tourism, food is memory.
-And in high-tourism cities like Verona, what defines success is not signage or price but narrative immersion and visual credibility.

So we built a communication strategy for a food heritage brand rooted in Made in Italy values, but designed to compete on the level of lifestyle, culture, and taste.

We also identified a key audience split:
Locals, who needed to believe again in the bakery’s purpose
Tourists, who needed to understand why this wasn’t just another “cute” stop, but a flagship of Verona’s food heritage

This meant building a digital identity and brand tone for a heritage food business, where fermentation became philosophy, and price reflected value, not markup.


THE IDEA: FROM FLOUR TO FLAGSHIP

We repositioned Bakery Pstore as a destination within the destination—a place where locals reclaim authenticity, and visitors discover something real, not reproduced.

Rather than trend-led branding, we created a visual and verbal identity system for a premium Italian bakery that channels the elegance of its craftsmanship and the depth of its sourcing.

What we did:
• Designed an e-commerce platform for artisanal food tourism, accessible to international buyers and locals alike
• Turned the brand’s history into a story of reinvention and continuity, anchored in Verona’s craft traditions
• Framed the bakery’s offer as a Made in Italy food ritual, not a casual snack
• Positioned the product as a touchpoint in Verona’s experiential travel ecosystem
• Created bilingual content structures to support culinary tourism visibility and seasonal campaigns

TAKEAWAYS

• Artisanal food needs branding that reflects time, not trend.
• In a saturated city, standing out it’s about storytelling deeper.
• Digital presence for bakeries it’s the new shopfront.
• Branding for food heritage is about narrative rhythm, not nostalgia.