The Motta hatbox: packaging as the memory of a future past
Paper Tracks, the theme that accompanied Packaging Première Milan 2026, celebrated craftsmanship as a collective act: every fold, every material choice and every encounter between manual expertise and industrial precision represents a path built together. This is the context for the conference ” A distinctive identity, an iconic design: rethinking a premium experience”, which explores the story behind the Motta Hatbox – a recycled cardboard packaging solution born from the collaboration between brand heritage, artisanal expertise and industrial-scale production.
The revival of an icon
On the Packaging Première stage, Giorgia Vago, Marketing Director Italy at Bauli Group, explained how the project was driven by the desire to relaunch the Motta brand while remaining true to its heritage. The hatbox has long been part of the brand’s history, having originally been used to transport panettoni, and has now been reinterpreted in a contemporary way. The connection with Milan is explicitly reflected in the logo itself, through the reference to “Milano 1919”, and in the graphic design inspired by the vaulted ceiling of the Galleria Vittorio Emanuele II. The brand’s historic blue has been preserved but reimagined in a more sophisticated shade, while the logo is revealed through subtle plays of light and embossed details – present, yet never overpowering.
Where craftsmanship meets industry
The hatbox is made from 100% recycled cardboard, partly sourced from the Bauli Group’s own production waste. Its surface replicates the texture of leather through an embossing technique that combines a premium tactile experience with sustainability. Here, sustainability is not an added value to be communicated – it is embedded in the production process itself. Eyelets, stitching and finishing details, on the other hand, are the result of artisanal craftsmanship working alongside industrial manufacturing. Achieving this balance is no small feat for a brand accustomed to the volumes of large-scale retail. Yet, as Giorgia Vago pointed out, the project generated great enthusiasm because it introduced a new design language: having the courage to rediscover the brand’s authentic identity through innovation.
Packaging as a gifting experience
Marco Arese, Co-founder and Commercial Director of Cosaporto, offered the market perspective: companies are no longer simply looking for high-quality products – they are looking for authentic, coherent stories that can be shared through gifting. The Motta hatbox succeeds because it creates a ritual around the product: the pistachio cream served separately; the dedicated spatula and the signature of chef Bruno Barbieri all contribute to a richer experience. And once the panettone has been enjoyed, the hatbox remains as a tangible reminder of the value received. In this way, the packaging extends well beyond its functional role, completing the journey of a shared and memorable experience.
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