Panino Giusto
Brand Campaign
Turning a menu into a cast of characters.
La Compagnia Giusta is the brand platform that reframes seven of Panino Giusto’s most loved products as people you want at your table.
Instead of pushing ingredients or recipes, the campaign builds a narrative world around “the right company”: a way to choose your panino by the personality you feel like spending time with, not only by taste.
Seven icons. Seven roles at the table.
Seven dishes define the core of Panino Giusto’s experience: Tartufo, Luis and Diplomatico, the House Toast, Oven-baked Potatoes, Tiramisù Giusto and Caffè Giusto.
Each one takes on a specific role in the “company”: the charismatic one, the magnetic one, the one that keeps the conversation going.
Two simple shifts guide the work:
– from “bestseller list” to ensemble cast
– from “target by product” to audience by personality
The challenge: strengthening the brand’s position through its Iconics
Panino Giusto asked to strengthen its brand position through its iconic products, making the “Iconici” the main way to recognise the brand. To get there, there were two main things to do:
– increase the recognisability of the Iconici themselves,
– tighten the link between each Iconico and Panino Giusto, so that choosing one of them would immediately recall the brand.
Our analysis of the casual dining market showed strong convergence among brands in the same space: similar promises on ingredients, craftsmanship and care for raw materials, often supported by similar visual codes. In this scenario, focusing the campaign on product features would not have been enough to build that recognition and that clear link between Iconici and brand.
Market and brand analysis to build a narrative system
Considering the analysis of the market, we used the Iconici to build a narrative system, not just a product campaign.
Instead of treating them as recipes to describe, each Iconico becomes a brand-defining character with a specific role in “La Compagnia Giusta”.
This turns the Iconici into:
– faces you can recognise,
– shortcuts to the brand in everyday choices,
– a way to talk about Panino Giusto through “company at the table”, not only through taste.
The Milanese roots of the brand provide the backdrop: a city that has evolved from the early “paninari” years to a more conscious idea of time well spent.
The campaign translates this into:
– a cast of characters that feel like distinct presences in the group,
– a black-and-white illustration style rooted in Italian comics,
– a visual system designed to live across metro, digital, in-store and packaging without changing concept.
Building characters from what people already love
Each Iconico starts from what people already choose: ingredients, flavour profile, typical moments of consumption, recurring audiences.
From there, we designed:
– a personality and role in the group
– a way of speaking
– a visual presence that matches the dish
The truffle panino becomes the Charismatic one: the presence that changes the air at the table. Tiramisù Giusto turns into the Magnetic one: the excuse to stay a little longer, embodying a pause that is pleasure, not just refuelling. And many more…
Showing up in the city, in the journey and at home
The campaign launches where people move most – and where they order from.
Metro domination in Milan: La Compagnia Giusta takes over one of the city’s main flows, introducing the characters at scale.
Geolocalised digital campaign: extends the narrative beyond the physical network of stores and intercepts people also in the moments when they are more likely to order delivery.
In-store and packaging: the same characters reappear at the table, on packs and in touchpoints across the venue, closing the loop between awareness and experience.
Delivery ecosystem: La Compagnia Giusta enters the delivery journey with dedicated visuals and touchpoints, from delivery platforms to branded packaging, with the clear objective of growing the delivery channel, a strategic driver for the brand.
