Waico Group | Rebranding of the five corporate brands
Waico Group operates in the white art sector and specializes in the production of professional machines and ovens for pastry, pizza, and bakery industries.
Founded in 2021 through the merger of four companies—Starmix, Flamic, Vitella, and Effedue—the group welcomed Italforni in 2023. This latest acquisition marked a crucial moment for the company, triggering a renewal process and the consolidation of a unified group identity.
The rebranding project, launched in 2023, encompassed several key initiatives, including the creation of a new company profile, the overhaul of product catalogs, and the revision of institutional communication elements such as letterheads and corporate templates. However, the core of the rebranding effort focused on the restyling of the individual brands’ logos and the Waico Group logo itself.
This was not a mere graphic update—it was a strategic operation aimed at reinforcing the group’s positioning and enhancing its recognizability within the industry.
The rebranding process began with a thorough analysis of the existing logos, with the goal of identifying strengths and areas for improvement. This preliminary study made it possible to pinpoint specific aspects that could be refined to create a more modern and cohesive brand identity.
Key interventions included:
Redesigning the fonts, to ensure better legibility and stylistic coherence across the brands;
Optimizing proportions and visual balance between graphic elements, resulting in a more harmonious and structured look;
A general visual update, aimed at making the brands more contemporary and instantly recognizable.
The outcome of this process is a more unified visual identity, effectively communicating the sense of belonging of each company to the Waico Group.
This refreshed image not only improves brand perception, but also strengthens the group’s competitiveness, helping to consolidate its position in the professional baking and oven equipment sector.
The rebranding of Waico Group was therefore not just an aesthetic makeover, but a strategic initiative to enhance the company’s identity and more effectively communicate the values of innovation, quality, and reliability that define the group and its brands.
The project was carried out in collaboration with architect Matteo Beraldi, CMO of Waico Group.
Waico Group | Rebranding of the five corporate brands
Waico Group operates in the white art sector and specializes in the production of professional machines and ovens for pastry, pizza, and bakery industries.
Founded in 2021 through the merger of four companies—Starmix, Flamic, Vitella, and Effedue—the group welcomed Italforni in 2023. This latest acquisition marked a crucial moment for the company, triggering a renewal process and the consolidation of a unified group identity.
The rebranding project, launched in 2023, encompassed several key initiatives, including the creation of a new company profile, the overhaul of product catalogs, and the revision of institutional communication elements such as letterheads and corporate templates. However, the core of the rebranding effort focused on the restyling of the individual brands’ logos and the Waico Group logo itself.
This was not a mere graphic update—it was a strategic operation aimed at reinforcing the group’s positioning and enhancing its recognizability within the industry.
The rebranding process began with a thorough analysis of the existing logos, with the goal of identifying strengths and areas for improvement. This preliminary study made it possible to pinpoint specific aspects that could be refined to create a more modern and cohesive brand identity.
Key interventions included:
Redesigning the fonts, to ensure better legibility and stylistic coherence across the brands;
Optimizing proportions and visual balance between graphic elements, resulting in a more harmonious and structured look;
A general visual update, aimed at making the brands more contemporary and instantly recognizable.
The outcome of this process is a more unified visual identity, effectively communicating the sense of belonging of each company to the Waico Group.
This refreshed image not only improves brand perception, but also strengthens the group’s competitiveness, helping to consolidate its position in the professional baking and oven equipment sector.
The rebranding of Waico Group was therefore not just an aesthetic makeover, but a strategic initiative to enhance the company’s identity and more effectively communicate the values of innovation, quality, and reliability that define the group and its brands.
The project was carried out in collaboration with architect Matteo Beraldi, CMO of Waico Group.
