Imperia

With 90 years of experience, Imperia is one of the leading Italian players in the fresh pasta machines production, both for domestic and professional segments. After decades of undiscussed brand love, Imperia faced a need for repositioning. The aim is to refresh its image, redefine the meaning of Italianness, get closer to consumers, establish emotional engagement, and identify new potential audiences.

Imperia needed to shift from the 'nonna's brand' to a creative and experimental brand, fit to sell its products worldwide, with the most significant markets being Italy and the United States.

Aiming for a light rather than radical transformation that reflects the brand's heritage, the objective is the rebranding of the Imperia brand, maintaining it iconic, leveraging on its historical relevance, but bringing it to a contemporary context and making it relevant for new audiences.

Imperia’s motion system gives life to a world of dynamism and experimentation, reflecting the creativity and passion we needed to tackle our target.

Landor did not just animate 2D shapes but created the concept of a proper Creativity Factory, where raw ingredients are processed to give life to unexpected results in an imaginary 3D world. This concept is strictly connected to the brand positioning and takes inspiration from the “Useless Machines”, a series of art pieces by the Italian designer Bruno Munari; for Imperia, we transformed the “Useless Machines” into “Useful and Playful Machines”.