Context
Iguatemi pioneered the first shopping centre in Brazil in 1966 and is one of the leading full-service companies in the shopping mall, leisure, and entertainment sector. Every year-end, the group translates its fashion-forward, sophisticated universe into exclusive experiences and products to boost sales and strengthen customer loyalty. Among them are the panettones developed in partnership with Pati Piva, a brand renowned for its artisanal excellence. For this edition, we created a packaging design that represents Christmas in a contemporary, elegant, and universal way, with layouts that integrate harmoniously with the different holiday decorations of the group’s 15 shopping malls across Brazil.

What we did in this project
Packaging Design.

Development
The project presents a modern and original interpretation of the Christmas aesthetic, moving away from traditional decorative elements. The layout also adapts seamlessly to various festive environments without being tied to the visual identity of any specific mall.
The result is a sophisticated graphic composition, with visual elements that evoke the holiday spirit in an elegant and modern manner. The color palette features deeper shades of red and green inspired by the Christmas universe, alongside brighter tones such as pink and vibrant green that bring a youthful, fashion-forward touch. The typography follows a minimalist style, aligning with both Pati Piva’s premium positioning and Iguatemi’s characteristic elegance.