There are those who bring chocolate at Easter, others opt for the traditional colomba. But today, some are putting Culomba on the table: a soft, fragrant leavened product, without raisins or candied fruit, with a shape that needs no explanation. The idea comes from MySecretCase, the brand that has turned ironic sensuality into a business format. The product is crafted by La Forneria, in collaboration with Packly for the packaging production. The result of this synergy? A launch with millions of views and a product that split Italy in two: those who ordered it immediately and those who will be convinced by next year.
But behind every memorable project, there is also work made of unexpected briefs, technical challenges, renders to refine, and fast decisions. We asked those involved to tell us about it.
Let’s start with La Forneria. When the brief for this initiative arrived, were you over the moon or did you need to take a moment?
Let’s say it was one of those briefs you don’t come across every day: impossible to remain indifferent. We had a laugh, then we sat down—but only to start working on it right away. When a project is this unconventional, you immediately understand it can become something memorable.
Food packaging must protect the product and communicate the brand. What creative and technical challenges are behind it?
The challenge was finding the right balance between functionality and personality. On one hand, we had to ensure the protection of a delicate product like a colomba shipped via e-commerce; on the other, the packaging had to live up to the concept: ironic, recognizable, and consistent with the MySecretCase world. Translating such a provocative concept into effective packaging, without compromising quality and protection, is not something you solve on the first attempt.
Which tools or features of the Packly platform made the difference for a well-rounded result?
Production speed and the ability to immediately visualize the render of the final result were key. We were able to verify the outcome and make corrections quickly before going to print, optimizing both structure and graphics without compromise. This allowed us to achieve packaging that is not only impactful but also perfectly functional.
Let’s move to MySecretCase. Culomba represents a shift in perspective compared to tradition. What is the campaign’s bottom line?
To revolutionize our “culinary” tradition. We wanted to bring fun to the table and make it shareable—mouthwatering. And not only that.
When you tested the project, did customers take it the right way?
They took it the right way and with the right spirit! The launch video quickly reached 2 million views, but what could we expect from a population known for loving pizza, pasta, and the mandolin.
Can we expect themed reinterpretations for other typical products, or is that just speculation?
We want to fill the mouths of all Italy! We are already full of ideas—just keep following us to discover them all.
Is there anything in the project execution you would change in hindsight?
Nothing! We put our heart—and above all, our body—into it. We can say we went all the way, and we are proud of it.
What advice would you give to other brands to develop new approaches without turning their backs on their target audience?
Always stay true to yourself. And remember that sometimes changing position can make things even more engaging.
Conclusion
Culomba was developed using Packly’s custom packaging design service. Because when the product is out of the ordinary, the packaging must live up to it.
