Recchiuti Confections
For over 25 years, Recchiuti Confections has been making exquisite chocolates and confections in San Francisco, handcrafted with traditional European techniques and equipment, but with a unique creative angle. Their confections have won numerous accolades, and have amassed a huge fanbase of loyal customers, appealing to both the adventurous chocolate lovers and traditionalists alike—those who will appreciate creative riffs on a classic chocolate selection.
Recchiuti came to Manual for a new brand identity that could appeal to the modern discerning customer but also to better convey the unique personality of the company and its products. Through a strategic, visual, and experiential overhaul—we sat out to reimagine the playful and creative spirit of the brand.
DESIGNED AT MANUAL (2022)
CONCEPTUAL APPROACH
Founder Michael Recchiuti is not only an obsessive chocolatier, he’s also a curious musician who enjoys playfully experimenting with electronic music, percussion, and contemporary jazz in a music room at the Recchiuti facility. We sought to bring his unique character into the brand expression and to let the world know that this brand is as much about creativity as it is about crafting fine confections.
PACKAGING APPROACH
Whether gifted or bought for oneself, Recchiuti's premium confections are an indulgence and a treat. It was essential that we elevated the packaging experience to make the recipient feel special, impressed, and loved. The packaging now stands out on the shelf, while also elevating the contents to create an intimate and emotive experience.
DESIGN SYSTEM
Recchiuti Confections are all handmade in small batches in their facility in San Francisco, with ingredients locally sourced from Northern California farms and markets. We balanced the more refined aspects of the brand with delicate hand-drawn illustrative elements and creative imagery that celebrates natural ingredients.
DESIGN SYSTEM
A supporting maker's mark monogram playfully reflects the sublimely balanced flavors that define Recchiuti confections.
Jacky Recchiuti — Founder & Creative Director
“What began as a straightforward rebranding project evolved into a longer-term relationship with Manual as we navigated through a pandemic and supply chain challenges. During this journey, an exchange developed which translated into the design team’s appreciation of our quirky “Recchiuti-isms”.
They incorporated whimsical elements of Michael’s musicality, subtle nods in color palette to our former brand look and the preservation of our core “deliciousness”. This immersion in getting to know what motivates our creativity has culminated into a sophisticated, contemporary, and very original rebrand without sacrificing the playfulness of what makes us tick. It’s the perfect pitch.”
DESIGN CREDITS
Agency: Manual
Creative Director: Tom Crabtree
Senior Art Director: Tanner Irwin
Art Director: Pam Hsu
Designer: Lorraine Li
Designer: Nathan Fyok
Designer: Phoebe Hsu
Designer: Yan Yan
COLLABORATORS & CREDITS
Product, Ingredients, & Process Photography:
Maren Caruso
Packaging Photography:
Dwight Eschliman
PROJECT ROLE