• 70-year-old, beloved Italian biscuit brand Oro Saiwa gets a modern-age redesign from Dragon Rouge
• The redesign honors Oro Saiwa’s heritage and brand recognition, but refines it for the 2026 shelf

The most critical currency of a legacy brand is recognition. History and longevity create familiarity, comfort, and loyalty in ways new brands simply can’t access. And a brand like Oro Saiwa, that’s been a pillar of Italian breakfast since 1956, has this in spades.

But what the likes of Oro Saiwa have in brand recognition, they often lack in freshness and a look that suits the needs of a modern-day brand system. That is, until they get an update for the new era by Dragon Rouge that enhances their existing assets, without eliminating what has been established over generations.