Mondial Forni: the identity of those who bake the best bread we eat.
We supported Mondial Forni through a deep rebranding, giving shape to the changes the new management put in place to reposition the company.
Changing a logotype requires
a shared vision
of the brand's future
Adopting the visual codes of one’s time—the so-called contemporary aesthetic—is certainly a valid reason for change, but it is often not enough. A brand needs a clear understanding of the values it must communicate, so it can decide which belong in the logotype and which in other graphic elements. With Mondial Forni, we discussed at length how to express technical expertise through the logo and the flavour of bread through the imagery.
Art direction and creative production of complex imagery
Voltaire’s famous line, “I have made this longer than usual because I have not had time to make it shorter,” illustrates how much work it takes to create concise images that convey a great deal of information. Producing these renderings required a major effort to translate technical concepts into graphic guidelines. The result saves the company time otherwise spent on lengthy phone explanations and photographs sent by email.
Visual identity isn't limited
to digital graphics and print
Extending a visual identity from print and the web to products and physical spaces gives a brand far greater consistency. It may seem obvious, but this is not always the case in Italian companies, where overarching art direction is often considered secondary to the work of individual departments. We oversaw the monogram’s application to the ovens and designed the control panel. In the showroom, messages and icons are coordinated with the website.
Catalogues and technical sheets in the digital age
Of course, everything can be downloaded as a PDF. Yet some situations still call for a physical object, which adds value to direct relationships and face-to-face meetings. Print runs and the weight of these paper reminders are decreasing, while their production is becoming more efficient. This is where it gets interesting for us: sharing data and documents between the website and print files to make the process more sustainable for both the company and its agents.
Promoting events
for bakers and pastry chefs
The company headquarters are home to the House of Baking, where events are held for those who want to move beyond basic craft knowledge towards a true “science of baking”. Targeted social media communication is the main channel used to promote them.
PROJECT CREDITS
Studio Visuale + Mondial Forni
For Studio Visuale: creative direction by Daniele Balcon and Francesco Pia; web project coordination by Corrado Loschi.
For Mondial Forni: project coordination by Luca Gennai, with support from Alessio Roncari, Carlotta Righetti and Elisa Turcato.
Studio Visuale Team
Art direction: Daniele Balcon;
Creative production: Francesco Pia;
Graphic design: Manola Cervesato, Leonardo Gava;
Copywriting: Cesare Zocchi;
Animation: Marta Pulin;
Video editing: Alice Musi;
Render: Metaverso;
Photography: Marco Auriemma, Riccardo Urnato, Leonardo Gava;
Exhibition design: Luca Toniolo.
