Luca Scarcella x Insuperlabel 2025

torino, italy

→ insuperlabel.it

Crafted in honour of Italian mastery

A luxury label created for master baker Luca Scarcella, celebrating 30 years of artisanal excellence.

Developed for Insuperlabel 2025, this award-winning design bridges tradition and innovation through craftsmanship, sensory storytelling, and Italian soul.

Luxury label design for Babà in Vasocottura by Giada Tamborrino Studio, printed on Fedrigoni cotton paper with copper foil and embossing.

A Slow-Baked story of Italian craft and quiet luxury

Born from patience, precision, and poetry

When the brief arrived — to reinterpret Babà in Vasocottura, a beloved Italian dessert slow-baked in glass — I felt an immediate connection.

It wasn’t just about design. It was about values I deeply resonate with: patience, mastery, time, and the poetry of process.

After over a decade abroad, returning to Italian craftsmanship through this project felt like coming home.

And while my studio often moves between the worlds of beauty, wellness, and lifestyle, this marked my first step into the food and beverage industry, an area I’ve long been fascinated by and am excited to keep exploring.

Circular dome ceiling of the Basilica of Superga in Turin, Italy, captured from below to reveal intricate geometric patterns, symmetry, and architectural grace that inspired the label’s rhythm and composition.

Ornate wooden door known as Portone del Melograno in Turin, Italy, featuring carved frames and vivid green panels decorated with red pomegranate motifs, a symbol of abundance and craftsmanship.

vault of basilica di superga, Turin, Italy

Photo by Hanqing Zhao via Pexels.

Portone del melograno, Turin, Italy

Photograph by Enryonthecloud, 2017.

Elegant green door of Chiesa dei Santi Martiri in Turin, Italy, framed by white stone architecture with classical detailing, representing balance, heritage, and timeless Italian design.

Historic wooden door known as Portone del Diavolo in Turin, Italy, with dark carved reliefs and mythological motifs, evoking mystery, craftsmanship, and the ornate beauty of Turin’s heritage.

Portone del diavolo, Turin, Italy

Photograph by Mario Gabinio,1933. Courtesy of Fondazione Torino Musei – Fondo Gabinio. (CC) BY 3.0 IT

chiesa dei santi martiri, Turin, Italy

Photo by Antonio Filigno via Pexels.

Doors to timelessness

A story shaped by the ornate doors and timeless details of Turin.

The concept was born from a simple yet profound vision: to design a label that feels alive.

A label that captures the rhythm of craftsmanship, the tactile beauty of materials, and the quiet elegance of time.

Inspired by the ornate doors of Turin, where Luca Scarcella’s bakery was founded, the design transforms architectural details into symbols of heritage, care, and timeless artistry.

Design process of Giada Tamborrino Studio’s award-winning Babà in Vasocottura label, including dieline, palette, and character illustration.

From sketch to structure, the Babà in Vasocottura label comes to life through a meticulous balance of geometry, warmth, and storytelling.

The dieline and palette reflect the artisanal ingredients: cream, toasted orange, cocoa brown, and black. ‘L’omino Scarcella,’ the illustrated baker, embodies joy and craft, shifting pose in every print through HP Mosaic technology.

A window to wonder

Inviting curiosity, nostalgia, and the quiet joy of watching beauty take shape.

At its centre lies a small circular window, an opening that invites curiosity and wonder, much like the inner child watching dough rise.

Each label features a playful illustrated baker, ‘L’omino Scarcella’, who changes pose in every print thanks to HP Mosaic variable data technology, a tribute to the beauty of imperfection and the uniqueness of handmade work.

Behind the scenes at Auroflex in Sicily: Giada Tamborrino reviewing the Babà in Vasocottura labels during printing.

Printed at Auroflex in Sicily, each label was brought to life with precision, care, and a sense of wonder. From testing colours to feeling the first embossed sheets, this moment marked the bridge between imagination and reality, where craftsmanship becomes a shared language of beauty and devotion.

Where design meets touch

A celebration of light, detail, and devotion.

Every detail was crafted with purpose, to evoke the sensory pleasure of craftsmanship and the devotion behind Italian artistry.

Printed with mastery and exquisite care for detail by Auroflex, in Sicily, using HP Digital Print, the label comes alive through intricate embossing and foils by Luxoro – Leonhard Kurz, creating a dance of light and texture.

The chosen substrate, Cotone Bianco Sabbia Ultra WS from Manter by Fedrigoni, is a 100% natural cotton paper treated with Ultra WS and anti-fungus coating, designed for glass containers yet delicate to the touch.

Its natural texture and weight mirror the artisanal quality of the product itself: soft, refined, and enduring.

The warm orange, cocoa brown, and soft beige palette echoes the tones of the product and Scarcella’s brand identity, blending authenticity with understated luxury.

Printed at Auroflex in Sicily using HP Digital Print, the Babà in Vasocottura label takes shape through foil, emboss, and motion. A seamless choreography of craft and technology.

3D render of Giada Tamborrino Studio’s award-winning Babà in Vasocottura label, showcasing embossing, foil, and Italian craftsmanship through digital artistry.

A digital render capturing the tactile soul of the Babà in Vasocottura label — where light, texture, and storytelling meet.

Sustainability as sensibility

Less noise, more intention

For me, sustainability begins with intention. It’s not only about material choices, but about designing with care, longevity, and purpose.

Here, every decision was intentional:
– Minimal foil to preserve recyclability.
– Embossing to elevate tactility without excess.
– Digital printing to reduce waste and enhance creative freedom.

Sustainability, at its finest, is a form of elegance, it’s beauty that endures.

Giada Tamborrino holding the Insuperlabel 2025 award alongside jury members Laura Moretti, Laura Buddensieg, and Gianfranco Adamo.

An unforgettable moment shared with part of the Insuperlabel 2025 jury — Laura Moretti, Laura Buddensieg, and Gianfranco Adamo.

Where design meets heart

Winner of Insuperlabel 2025.
A tribute to collaboration, craftsmanship, and the timeless beauty of doing things slowly.

Winning the Insuperlabel 2025 Award was an honour, but the real reward was the journey.

Seeing the label come to life on press at Auroflex’s facilities in Sicily — from foil to emboss, from precision to passion — was one of those rare moments when design feels almost sacred.

This project became a reminder of why I do what I do: to create meaning through form, emotion through touch, and connection through craft.

When design meets heart, something timeless is born.

The award-winning Babà in Vasocottura label — a celebration of Italian craftsmanship and time.

Printed on Cotone Bianco Sabbia Ultra WS by Manter by Fedrigoni, with copper foil and embossing by Luxoro Kurz, the design invites touch and reflection through its warm hues and circular window.