Cookie Brand Amore Palha Gets New Logo and Packaging by Holman\Design

Posted by Editor | May 5, 2026 Categories: Food

Cookie Brand Amore Palha Gets New Logo and Packaging by Holman\Design

Brazilian design consultancy Holman\Design has updated the look of artisan cookie brand Amore Palha.

The refresh involves a strategic change that not only presents a new visual identity and packaging design but also introduces a new name – "Truppe" – for the bakery situated in Pelotas.

The designers say their aim was to tackle a significant limitation, namely that the original brand name was heavily associated with just a single product, which was seen as an obstacle to future growth.

"The name 'Truppe' was developed to reflect a collective, playful, and expressive identity. Inspired by the idea of a troupe of performers and the Italian expression 'è troppo' (meaning 'it’s amazing'), the name conveys energy, togetherness, and celebration perfectly aligned with the brand’s personality," explains the design team

New design details encompass a custom logotype, a vibrant colour palette, and a unique illustration system where each product category – cookies and brownies – has its own set of illustrations.

The designers assert that this allows for clear differentiation while simultaneously keeping a cohesive brand language.

The packaging design was also said to be a major focus, which now features a scalable system that organises information hierarchically, prioritising the brand over individual products.

"Ultimately, Truppe evolved from a product-driven brand into a flexible and scalable business with a strong emotional appeal," comments Felipe Holman, founder and head designer of Holman\Design.

Adding: "The new identity not only solves the original strategic challenges but also prepares the brand for long-term growth, including new product lines, physical retail, and future franchising."