brand Identity / logo redesign / packaging
Client
Macchiavelli srl is an Italian company with almost 50 years of history. It has been developing, producing and distributing coffee, infusion and instant beverage capsules since 2006. In 2019, following a number of significant corporate changes, the company commissioned us to develop a new brand identity.
Challenge
Create a new visual identity consistent with the brand's positioning in the B2B market. Design a new look for the logo and brand identity as a whole, emphasizing two key elements: the company's philosophy as well as cutting-edge technology and R&D in capsule production.
Our solution
Viewed as simple, everyday items, capsules are actually very high-tech products. This is why we turned to visual communication in the hi-tech industry for inspiration to design Macchiavelli's brand identity.
Font
We used a contemporary sans serif font, italicized to convey the company's dynamism and constant evolution.
Icon
The icon is a stylized, modern version of the original company logo.
Color Palette
In order to better emphasize the company's hi-tech style, the color palette features steel and concrete grays contrasted with white. The addition of a tone of blue conveys positive feelings and reflects the company’s trustworthiness and reliability.
Brand Identity
Product packaging also had to be redesigned in line with the general hi-tech inspiration. We developed stylish capsule containers resembling those used for high-end smartphones.
Client - Macchiavelli
Executive Creative Director | Stefania Guidi
Graphic Designer | Sara Catanzariti
Year - 2019
