{"id":1125,"date":"2024-05-28T13:01:49","date_gmt":"2024-05-28T13:01:49","guid":{"rendered":"http:\/\/atomic-hair.net\/?p=1125"},"modified":"2024-05-30T15:26:21","modified_gmt":"2024-05-30T15:26:21","slug":"landor-milanos-delicious-rebrand-of-imperia","status":"publish","type":"post","link":"http:\/\/atomic-hair.net\/index.php\/2024\/05\/28\/landor-milanos-delicious-rebrand-of-imperia\/","title":{"rendered":"Landor Milano\u2019s Delicious Rebrand of Imperia"},"content":{"rendered":"

In the culinary world, blending tradition with today\u2019s tools and techniques is an art form. Imperia<\/a>, the maestro of pasta machines since 1932, has a beloved heritage but craved a dash of spice. Inspired by the brand idea \u201cil genio di forma e sostanza,\u201d meaning \u201cthe genius of shapes and materials,\u201d Imperia\u2019s rebrand marries Italy\u2019s culinary tradition with modern creativity.<\/p>\n

Crafted by Landor Milano<\/a>, the brand transformation has turned Imperia\u2019s emblem into a pasta-rolling marvel, churning out impeccable fettuccine and tagliatelle ribbons. This pasta renaissance blends the essence of Italy\u2019s rich history with vibrant, disruptive cues, appealing to both pasta traditionalists and culinary renegades.<\/p>\n

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For Alessio Galdi, Design Director at Landor Milano, reimagining Imperia\u2019s identity was both a homage to its storied past and a leap into its future. \u201cImperia is a brand rooted in the history of our country,\u201d Galdi reflects. Navigating this dual mandate was no small feat: the rebrand needed to resonate with the heritage of a 90-year-old company while also appealing to a global, contemporary audience.<\/p>\n

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To achieve this, the team delved into Imperia\u2019s historical archives, unearthing elements like the oblong background shape from the 1960s. Once adorned with 3D drop shadows, this vintage motif has been reinterpreted into a sleek, modern form. Now, this crisp shape is the centerpiece of the identity, dynamically \u201crolling over\u201d to reveal the wordmark, embodying the essence of pasta-making in motion.<\/p>\n

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Typography plays a starring role in the new identity, with a nod to advertising styles from the 1940s onwards. Landor Milano introduced a pasta-inspired custom typeface, Sfoglia Grotesk, tailored specifically for this project. Inspired by \u2018Sfoglie\u2019 pasta sheets, the font features unique ligatures and character details that echo the finesse of freshly rolled pasta. Senior Designer Gianluca Ciancaglini highlights the artistry in the typeface: \u201cThe plump teardrop detail of the \u2018r,\u2019 the sharp ink traps, and the soft terminals all bring a distinct, ownable flavor to the brand\u2019s typography.\u201d<\/p>\n

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Color, too, plays a pivotal role. The revamped color palette is vibrant and inviting, drawing parallels to a plate of lasagna as rich as Nonna\u2019s ragu. Landor\u2019s approach goes beyond static visuals; they crafted animated 3D sculptures inspired by Bruno Munari\u2019s \u2018Useless Machines.\u2019 These whimsical creations, paired with a 2D motion system by Motion Design Director Salvatore Illeggittimo, add depth and dynamism to the brand, making it as playful as it is profound.<\/p>\n

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\u201cMunari said that any cookery book is a book of design methodology,\u201d notes Galdi. This philosophy underpins the entire rebrand, positioning the kitchen as a crucible of creativity and experimentation. The animations depict silky pasta ribbons and dough being expertly pressed and rolled, encapsulating the artistry of pasta-making and the brand\u2019s innovative spirit. A visual system that dances like pasta in boiling water infuses a motion soul, turning machines into culinary maestros.<\/p>\n

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Adriana Testaverde, Client Manager at Landor Milano, sums up the transformation: \u201cThe redefined identity of Imperia marks the dawn of a dynamic era for the brand, particularly in its pursuit of creativity and experimentation.\u201d By targeting younger demographics, Imperia is shedding its nostalgic image and inviting a new generation to explore the joys of pasta-making.<\/p>\n

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This rebrand is more than a visual overhaul; it\u2019s a strategic pivot that blends form and substance. Imperia is reshaping the pasta-making experience for the global market with a generous helping of Italian spirit. The refreshed brand values what people love most: pasta your way, with a uniquely Italian twist. In doing so, Imperia rolls out a new chapter in its illustrious history.<\/p>\n

Imagery by Landor.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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