Packaging that makes the difference: sustainability and brand identity according to the Vicenzi Group
The Vicenzi Group represents a concrete example of how sustainability can dialogue with aesthetics and strengthen brand identity.
Food packaging between innovation and environmental responsibility
The Vicenzi Group’s commitment to sustainable food packaging is implemented through an approach that aims to:
- Prioritize the use of recycled materials
- Adopt recyclable mono-materials
- Reduce over-packaging to minimize environmental impacts
In 2024, further steps were taken in the complex process of packaging improvement; the Group has activated a plan to reduce plastic use, preferring mono-material or recyclable packaging and constantly evaluating alternative solutions.
Among the most significant projects:
- Introduced recyclable plastic packaging with the goal of extending it to all product lines
- Initiated studies for the transition to recyclable paper packaging
Sustainable packaging and perceived product value
For the Vicenzi Group, the choice of ecological packaging stems from a real and tangible commitment, with the objective of combining environmental responsibility and maximum perceived quality. The Vicenzi Group works to integrate sustainability without compromising the premium quality perception of its products:
- Studies on material behavior to guarantee freshness
- Attention to aesthetics and protection during transport
- Optimized packaging to reduce logistics costs, with both environmental and economic benefits
This strategy has a direct impact on brand positioning in B2B and B2C markets, reinforcing the message of “responsible quality”.
A replicable model for the confectionery industry
The Vicenzi Group’s approach to packaging can be considered a benchmark in the Italian industrial pastry sector:
- Integration between aesthetics, functionality and sustainability
- Focus on customer experience through refined and distinctive packaging
- Concrete and measurable commitment to reducing environmental impact
This vision translates into a value proposition that satisfies both the needs of the end consumer, increasingly attentive to environmental issues, and those of B2B partners, seeking reliable and responsible brands.
Vicenzi Group sustainability: beyond packaging
The Vicenzi Group’s attention to environmental issues does not end with packaging.
The Group integrates sustainability throughout the entire production chain:
- Selected and certified raw materials (Rainforest Alliance, RSPO, free-range eggs)
- Energy efficiency in production facilities
- Sustainable and rationalized logistics
Packaging and Brand Identity: Our Case History with the Matilde Vicenzi Brand
Beyond sustainability, Vicenzi Group packaging plays a key role in strengthening brand image and positioning. The Matilde Vicenzi brand stands out for packaging that becomes a tool for storytelling and recognition – each package is designed to enhance:
- Italian know-how in confectionery production
- Communicate the company’s century-old history
- Reflect care for quality and tradition
Particularly iconic, for example, are the Matilde Vicenzi tin packages, dedicated to Italian art cities, conceived not only as packaging, but also as collectible objects. These packages combine functionality and design, becoming true ambassadors of Made in Italy.
Source: Sustainability report