Baci® Perugina® beyond the art of chocolate
The history of Baci® Perugina® captured by artist Gianluigi Toccafondo.
In celebration of its rich history, Baci® Perugina® has teamed up with the Italian artist Gianluigi Toccafondo to capture the magical journey of Italy’s most famous chocolate messenger of love and affection.
Baci® Perugina® has never only been known for its artistry in chocolate production but also for its passion for art that goes much deeper. As pioneers in advertising, Baci® Perugina® collaborated with the famous illustrator Federico Seneca, already back in 1922. As the company’s Art Director, Seneca then created Baci® Perugina®’s unmistakable logo as well as numerous groundbreaking advertising posters that soon gained fame all over Italy.
Now, almost 100 years later, it comes naturally to team up with another outstanding Italian artist in order to celebrate and showcase the history of Baci® Perugina® in a contemporary yet timeless fashion.
Born in San Marino in 1965, Gianluigi Toccafondo developed his skills as painter, illustrator, and filmmaker early on in his life. As he mastered the art of animation, he created his own signature style by infusing his painting with movements giving them an exceptional dynamic quality.
The method used is mostly based on the re-elaboration of preexisting images, which are then modified and animated through dense and elongated painting. The video shows Perugia, where the journey of Baci® Perugina® begins as Luisa Spagnoli, the creator herself, forms the very first Baci® Perugina® by hand.
Toccafondo also alludes to the romantic heritage of the Love Notes that are wrapped around the chocolates. According to legend, they were first included as a secret message to Luisa’s lover, Giovanni Buitoni. He was the son of pasta giant Francesco Buitoni, who had invested in the little business, helping Luisa’s dream come true: To spread her little pastries across the borders and to warm the hearts of people all over the world.