/ REBRANDING OF ONE OF THE MOST FAMOUS FOOD ITALIAN COMPANY
On May 3rd 2021, we began a new 3-week Branding class at Harbour.Space with Diego Marini of YummyColours. Our assignment for that class was to do a re-branding for a company from our home country based on our choosing. We needed to study what our competitors are doing, come up with a brand narrative and concept that would resonate in the new visual identity. For this project I choose Mulino Bianco, one of the most famous Italian brand of baked goods, snacks and cookies.
Although do the rebranding of famous company can sometimes be tricky, I decided to challenge myself and go for a company that never changed their visual identity since 1975. Mulino Bianco has always been known as the image of perfect Italian family which of course in reality doesn’t exist. I wanted to deconstruct this aspect and give a different meaning to the whole identity. Create sustainable packagings is one of my objectives too, as well as change the dated visual identity.
With these objectives in mind I also worked on new values for the company to reflect better the new mission and vision.
I created a new visual identity for Mulino Bianco that reflects their new values and gives a fresh, young and fun impression of the brand, removing that idea of perfect Italian family.
A wheat harvest rich in nutrients depends on sunlight, good seeds, water, big wheat fields and a functioning wheat mill.
This elements inspired the new Mulino Bianco logo’s construction.
Our icon is custom drawn and it includes all the four elements that are necessary for a perfect wheat cultivation.
The logo combined with the logotype creates a balanced combination. The circular letters express movements and they balance the stillness of the icon at the centre. The letters positioned in a circle remind to the wheat mill.
Colour is one of the most important asset in our brand toolkit.
With these colours we are representing the nature in all its shades and seasons.
I created some colour palettes to use in order to avoid illegible text or weird colour combinations.
I selected san-serif Radio Grotesk as the typeface, thanks to its geometric structure, to create a clean, modern, and catchy look. It paired perfectly with the colour combination and with the logo to create a dynamic yet balance contrast.
I use the shape of the logo to create a graphic element. I slimmed and turned the shape horizontally. From this shape I create other 6 shapes that combined creates a pattern.
As the sole designer on this project, I executed the design process end-to-end, from research to implementation, with input and support from my mentor.
The biggest lessons this project taught me were the delicate balance between perseverance when faced with complex challenges, grace in the wake of perceived failure, and when to be okay with "good enough" (for this iteration, of course).
Diego Marini from Yummy Colours.
“Solid work and comprehensive thinking both from a strategic and design perspective. I love the thinking on supply chain and farmers as well as sustainability. Place to improve: Sometimes it feels too busy. Some white space would be beneficial in the composition not to feel overwhelming. Great work”