Princi

Renowned baker Rocco Princi (pronounced prin'-chee) started making bread in Italy in 1985—artisanally, by hand, with high-quality flour. Today, he does it exactly the same way. Because for him, there is no other way. In 2017, Starbucks acquired the Princi brand with the goal of expanding the bakery beyond its five European locations. The website redesign coincided with new bakery locations opening inside the Starbucks Reserve Roasteries in Seattle and Shanghai and the Starbucks Reserve SODO store in Seattle. The website endeavors to capture the meticulously-sourced and crafted Italian fare and baked goods synonymous with the Princi experience. Beautiful imagery and footage are complemented by a nuanced and graceful interface that immerses the visitor in Rocco's world.