Manual
Recchiuti Confections
Recchiuti Confections
Recchiuti Confections
For over 25 years, Recchiuti Confections have been making exquisite chocolates and confections in San Francisco, handcrafted with traditional European techniques and equipment, but with a unique creative angle.
Their sweet treats have won numerous accolades, and have amassed a huge fanbase of loyal customers, appealing to adventurous chocolate lovers and traditionalists alike—those who will appreciate creative riffs on a classic chocolate selection.
After 25 years, Recchiuti's brand identity needed an update to not only appeal to a modern discerning customer, but to better convey the unique personality of the company and their products. Our goal was to reimagine Recchiuti through a strategic, visual, and experiential overhaul—ensuring we reunited them with the playful and creative spirit of the brand.
Our approach:
Strike the perfect balance.
After sifting through hundreds of reviews and interviewing customers, one theme surfaced—Sublime Balance. In an industry predisposed to extremes and novel flavors, Recchiuti offers a perfect balance—a sweet spot where opposites join as perfect complements. The “just right” mix of: Classic+Contemporary, Sweet+Tart, Comfort+Discovery, Friendly+Fancy, Art+Science, Elevated+Whimsical. This creative strategy drove every element of the design.
Highlight the unexpected.
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.
Honor the handmade.
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.
Elevate everything.
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.
We imbued the new logo and typographic visual identity with a musical sensibility. The unusual rising and falling, expanding and contracting letterforms dance like music notes on a sheet.
The packaging system is deeply considered to honor the exquisite quality of the confections. High-quality paper substrates, rigid box construction, and diamond bevel foil embossing ensure the presentation and ceremony of the unboxing is tactile and elevated.
The ingredients used in the flavors of Recchiuti chocolates are all sourced locally from Northern California farmers markets. The level of time, thought, and craft that goes into flavor extraction is second to none. Whether it’s steeping tea leaves, slow-drying flowers and fruits, or extracting oils. To highlight this reverence for fresh ingredients, we commissioned and art-directed a new suite of photography —collaborating with Maren Caruso. Playful yet elegant compositions showcase ingredients alongside Recchiuti favorites.
A supporting maker's mark monogram playfully reflects the sublimely balanced flavors that define Recchiuti confections.
“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.”
Jacky Recchiuti — Founder & Creative Director