Waico Group works in the white art sector and it’s specializing in the production of professional machines and ovens for the bakery, pizza, and pastry sectors. Waico Group was formed in 2021 from the merger of four companies: Starmix, Flamic, Vitella, Effedue and with Italforni joining in 2023. The Waico Group project was developed on multiple fronts.

As a “young” Group with a logo and image not suited to the pre-set goals, we started with a total rebranding: from the review of all the brands (both of the group and of the companies that make it up), to the creation of a coordinated image, product catalogs, and the exhibition stand, ending with the development of the new website and the updating of the individual companies’ websites.

The rebranding activity was developed in collaboration with Matteo Beraldi, CMO of the Waico Group, who provided all the elements to revise the brands of the four companies (Starmix, Flamic, Vitella, and Effedue) and of the Waico Group. We began with a study of the previous brands to analyze strengths and weaknesses. The font was revised or redesigned for all brands, optimizing the optical ratio of the elements to make them more current and coordinated with each other. The most challenging work was defining the Waico logotype, for which we created a new, more impactful version in line with the company’s image and main values: reliability, innovation, and excellence. The clean and sharp lines of the brand are also found in the headers, on the website, and in product catalogs. Significant work was also done on images, using high-quality renderings and photos to convey the professionalism of the group and each company. The colors of the headers and layouts of the five companies and the group were aligned to have a coordinated and consistent image. Neutral colors like black, gray, and white were chosen for professionalism and reliability, maintaining some original colors of the 5 brands as contrasting colors in some details.