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paolo mariani

A Fresh Image for a Made-in-Italy Icon

Mariani is a historic Italian mill renowned for producing high-quality flour and gastronomic products worldwide. We were brought in to support a full rebrand proposal that could modernize the company’s visual identity while preserving the artisanal heritage at its core. Therefore, we perfected the brand’s logo, pairing it with 3 keywords that represent the company, and developed a fresh visual system that could resonate with today’s premium food industry and honour Mariani’s legacy.

Mariani is a historic Italian mill renowned for producing and distributing high-quality flour and gastronomic products worldwide. Together with art director Checco Luzi, we were brought in to support a full rebrand proposal that could modernize the company’s visual identity while preserving the artisanal heritage at its core and emphasize their connection with the territory.

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We realized Mariani already had a solid reputation all over the world, but its identity was connected to the mass market. So, we decided to elevate its perception to make it more appealing to both domestic and international customers. From a visual identity standpoint, we limited ourselves to harmonise and perfect the already bold PAOLO MARIANI logo, pairing it with a monogram symbolising the 3 keywords that we suggested as brand pillars: grani, molino, farine (wheat, mill, flour).

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By blending tradition with a contemporary look, we developed a fresh visual system that could be applied across key touchpoints and used it to reimagine their best-selling product lines: Le Favolose, Manitaly and Mazì, their new beer line; each one with its own graphic concept yet coherently connected. This way, we designed an identity that resonated with today’s premium food industry while honouring Mariani’s legacy.

Duration

5 weeks

Paolo Mariani's new logo with tagline.
White graphic on orange background showing a stylized cross-section of a grain on the left with circular seeds and a wheat stalk with speed lines on the right.
Orange Paolo Mariani branded paper shopping bag with white abstract circular and leaf patterns, standing on a shiny gray metal surface with a shadow cast behind it.
Business card with logo and text 'PAOLO MARIANI' partially inside a light blue denim jeans back pocket.
Close-up of a person wearing an orange apron over a white button-up shirt; the apron has 'PAOLO MARIANI®' embroidered in white on the chest.
Hand holding a red paper bag with the text 'PAOLO MARIANI' repeated and a croissant peeking out from the top.
Two stacks of brochures titled 'Product List' with a green grass field cover and the name 'Paolo Mariani' at the top, placed on an orange glossy table.
Close-up of a brown beer bottle with a white label featuring the text 'Paolo Mariani grani molino farine' and 'Mazì', with a cut-out shape showing the amber beer inside, and 'Lager Marchigiana' at the bottom against a blue sky with clouds background.
Brown beer bottle with condensation droplets standing on a white ledge against a blue sky, labeled 'Paolo Mariani Mazi Lager Bionda Marchigiana 0.33L', with an orange bottle cap resting beside it.
Stacked white bags of Manitaly Farina Manitoba Italian flour with green, white, and red barcode-like stripes, featuring Paolo Mariani branding and 100% Grano Italiano label.
Five Paolo Mariani Pasta Fresca flour packages with colorful striped borders in red, yellow, green, blue, and pink; each package features a unique cartoon illustration and the text 'PAOLO MARIANI grani molino farine LE FAVOLOSE PASTA FRESCA Special flour for fresh pasta'.

I worked with them for 3+ years now, redesigning my websites and working with several clients on projects spanning from branding to digital and printed design.
I appreciate the speed, creativity and the clear communication throughout the process. The best partner I have ever had!

Picture of Checco Luzi.
Checco Luzi
Luxury Artisan

Tommi supported us in redefining a brand identity and social media with original and creative ideas. Furthermore, he has always proven to be a reliable and high-quality professional in the creation of static and motion graphic content. I definitely recommend him.

Devin Visani
CEO & Founder, Weeshop

I enjoyed working with them and am happy with the experience. They were incredibly communicative and easy to talk to from start to finish. Not only did they deliver on time, but also kept me in the loop throughout the entire process. I highly recommend them to anyone seeking skilled and cooperative professionals.

Julie M.
Founder

26

brands helped in Europe and beyond

90%

client retention rate over one year

15+

years of combined industry experience

Tommaso canu's picture in color.
Pamela Arienti's picture in color.

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