Re-branding “Made in Italy” trademark succeeds
with flying colors
The Italian Trade Commission (ITC) awarded Thöndo the “Made in Italy” re-branding project. Atlanta Trade Commissioner, Fabrizio Giustarini explained their decision, “After experiencing the success from Thöndo’s work on several other projects, ITC felt they were the right choice for this particular assignment.”
The re-branding initiative came on the heels of a 2009 Marketing Research Study in the U.S.A. that disclosed very different demographics than original findings had presented. The new study found that buyers and decision-makers for products made in Italy had a HHI of 100K, were young, and seeking innovative, high-tech design, made with the latest trend in material. Icons synonymous with the brand conjure up imagery of Lamborghini, Armani, Gucci designs along with household goods like Alessi and Gaggia.
Focusing first on Italian Giftware the task was to re-brand the “Made in Italy” logo, while expanding America’s idea of Italian Giftware, from simply traditional artifacts to the new revolution in design taking place with emerging companies in Italy. Coordinating brand savvy images and product materials throughout the campaign, Thöndo was also asked to promote different locations around the country that will showcase the latest innovations in Italian Giftware.
Thöndo Creative Director and founder, Daniele Gonzales explained the logo design, “For the “Made in Italy” trademark, we began with a simple tilted box and created an “open it” invitation to discover the various products of Italy. A geometric subdivision followed to suggest rational, high-tech engineering, and used color to excite the viewer with variety and fun.” He described how the colors in the middle of the box are meant to connect the viewer to Italy, while the “flying squares” emerging from the box with a pixilated look suggest dynamism, happiness, and high tech knowledge. The balance of color, geometry, and movement expressed the creativity, technology, and artistry inherent in “Made in Italy” products.
While maintaining the idea of Italy’s high standards of craftsmanship and artisan traditions, Thöndo re-branded the entire “Made in Italy” sector to reflect the new revolution in design taking place with emerging Italian companies. The company developed a single-page ad with the headline “Bringing Classic Forward” tagged with “Tradition. Innovation. Together.”
Daniele chose well-known photographer Scott Lowden to work on the project. The company created an image for the ad using a photo of an ideal shopper moving forward carrying a bag with the “Made in Italy” logo on it. Since the focus was Italian Giftware, Thöndo introduced shelving in the background with generic product imagery symbolizing Italian Giftware. “The synergy of Thöndo and Lowden came together unbelievably well to create an iconic image of “Made in Italy” products,” says Daniele. Giustarini agrees, “I feel the ads stand out in the new media selected for the campaign like Elle Décor magazine. I knew Thöndo was up to the task and as usual they delivered beyond our expectations.”
