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The Lunetta Baking Company

Branding a range of artisanal baked goods

Launched in New York, The Lunetta Baking Company applies a modern twist to traditional Italian recipes handed down from Nonna.

A new brand for a lasting legacy

Growing up in a family with two prominent Italian bakeries in Queens, the Lungren’s baking heritage was to be reborn. Looking to transform their family business founded on grandmother’s recipes, Lunetta was envisioned as a marketable gourmet line that would one day become a household name. Our brief was to create a brand that for the high quality, hand-crafted baked goods with “a slight Italian cheek”.


  • Packaging design
  • Logo design
  • Product naming
  • Retail visualisation
  • Stationery and stickers
  • Social media assets

New life for old traditions

A timeless symbol of the moon, a silver crescent, was used to trademark Lunetta, which translates to Little Moon. Tongue-in-cheek product names, a playful colourful palette and elegant renaissance etchings, unite in a playful mix of the past and the present — each element of the multi-faceted identity adding to the rich story behind the sweet treats.

Layers of meaning for layer cakes

At first glance the packaging is reminiscent of an elegant and refined era, but upon closer inspection, witty slogans and unconventional ingredients reveal a contemporary side to the confectionary. The Seven Layer Cake was the first product to debut in one of Long Island’s most reputable food retailers, with subsequent products in the pipeline, each identified with its own colour scheme and unique labelling.

Future-proofing the identity

To further realise the brand’s potential, we visualised Lunetta’s store launch, complete with environmental graphics and customised crockery. The full brand suite included social media assets, stickers, carry bags and gift boxes, for Lunetta’s next step from regional supplier to retail destination. The identity featured on the renowned packaging design blog The Dieline and in Favourite Design’s Book of the Year 2018.

The Lunetta Baking Company mixes family tradition with a lot of passion and a bit of amore. Steve and his team provided me the confidence and branding to transform our home-baked business into a formidable commercial venture.

Gerald Lundgren, Co-Founder, The Lunetta Baking Company

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