Panettone Marchesi is an Italian product of excellence that embodies the mastery of the craft, careful research and the patience that goes into an all-handmade production. Tradition and innovation intertwine in this elegant and sophisticated product. For Panettone Marchesi, Studiomeme executed the still-life photo shoot for the e-commerce website and social media. Colour was identified as central in the brand identity and definition of the proposition. The serif font used is elegant, but not cliché. We used clean and formal food styling, to best convey the genuine, simple ingredients and raw materials used. The social media strategy and layout was designed to express the product’s different visual and conceptual nuances, exploring the preparation secrets and emotions tied to this panettone sweet bread with a deliberately casual tone of voice.