SPIRITO DI MILANO

Princi

Website Design & Development

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.

Client

Princi

Disciplines

Digital

Website

princi.com

Photography

Gentle and Hyers

The Princi website homepage scrolling through a hero section with a baker tossing flour over dough and the headline "Spirito di Milano," a rustic loaf coming out of a wood-fired oven, and a "Flour Water Craft" section featuring a portrait of Rocco Princi.
A continuation of the Princi homepage, showing a close-up of rustic focaccia, the "Da Milano Con Amore" section with a Milan street photo, and a "Rocco Princi" section with a textured background.
The Princi website navigation menu open over a warm-toned photo of hands working bread dough, with "Rocco Princi," "Offerings," and "Locations" as the main navigation links.
The Princi website navigation menu open over an overhead photo of assorted pastries — croissants, muffins, and filled rolls — with "Rocco Princi," "Offerings," and "Locations" as the main links.
The Princi website navigation menu open over a warm-toned photo of a grand Milanese building facade, with "Rocco Princi," "Offerings," and "Locations" as the main links.
The Princi website's Rocco Princi page with a photo of Rocco working dough against a woodpile backdrop, a quote about his 1985 origins, a close-up of "Princi"-stamped sourdough loaves, and the beginning of the "L'Artigiano Del Pane" biography section.
A continuation of the Princi Rocco page, with "Come Una Volta" and a Milan street photo, a black-and-white image of Rocco tasting food, the "Ingredienti Importanti" section with aged wheels of cheese, and a transition into the Offerings section.
The Princi website Offerings page with alternating food photography and category headings for "Pranzo" (lunch selections), "Pizza" (served al taglio), and "Aperitivo" (cocktails & small plates).
The Princi website's Pizza offering detail, with a rich close-up of al taglio pizza slices and a description of the housemade sauce and premium toppings overlaid on the image.
A grid of Princi website mobile screens showcasing various pages including the homepage hero, Aperitivo offerings, navigation menu, Pizza detail, Rocco Princi biography, and "Come Una Volta" sections.
Three Princi website mobile screens showing the Offerings landing page with "Sourced and served from the heart," the Pizza and Aperitivo listing view, and the expanded Pizza detail overlay.

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