Leone 1857. Piedmont, Italy
Pastiglie Leone is a historic Italian confectionery brand founded in 1857 by Luigi Leone in Alba, Piedmont.
From its humble beginnings producing sugar-pastilles in a small shop, it moved to Turin and became known for its premium quality sweets and traditional artisanal techniques. Over the years, the brand built a reputation for refined craftsmanship: its iconic pastilles are still made using bronze moulds and combining classic flavours like mint, cinnamon and cloves with pastel-coloured finishes. Packaging has also played a distinctive role: elegant tin boxes with vintage and collectible designs reinforce the brand’s image of heritage + style.
Today, Pastiglie Leone remains firmly rooted in the “Made in Italy” tradition, combining centuries-old confectionery know-how with contemporary creativity (limited editions, collaborations, expanding into chocolates and jellies) and positioning itself both in Italy and abroad as a symbol of sophisticated sweetness.
Pastiglie Leone combines tradition and creativity in its marketing and packaging strategy. The brand stands out for its vintage-inspired design, colorful tins, and playful illustrations that celebrate Italian artistry and nostalgia. Each collection is crafted to evoke the charm of old-world confectionery while appealing to modern consumers who value authenticity and style.
The company frequently launches limited editions and collaborations connected to Italian culture, art, or major events (such as Milano–Cortina 2026), turning its products into collectible items. Leone’s packaging is not just functional—it tells a story, reflecting the brand’s heritage and emotional connection to its customers.
Through consistent visual identity, strong storytelling, and a focus on quality aesthetics, Pastiglie Leone has built a marketing image rooted in elegance, joy, and tradition, making its products recognizable worldwide as icons of Italian craftsmanship.
