Landor’s Milan office has rebranded Italian pasta machine manufacturer Imperia with a joyful, heritage-informed identity. The new system includes a bespoke typeface, Sfoglia Grotesk, motion design inspired by pasta-making, and a refreshed red-and-white logo. The project balances traditional Italian cues with modern design sensibilities, positioning Imperia as both functional and playful.
The Brand Identity interviews DIA co-founder Mitch Paone about the studio’s kinetic approach to branding, their new website designed by Bänziger Hug, and their relocation to Switzerland. Paone discusses DIA’s motion-based design philosophy, recent projects for clients like Squarespace and Adidas, and his new teaching roles at ECAL and HEAD – Genève.