A family company
Over the course of the last fifty years, Rossini, a company that manufactures workwear, has grown to become a major player on the Italian market. However, with the passage of time, itshistoric identity no longer expressed the brand’s values: reliability, solidity and expertise.
A real change was necessary in order to give it the credibility and appeal that it deserves in the trade, without compromising its DNA as a family company.
In order to find the solution, we began from an analysis of user needs: in a context in which an increasing number of players reinforce their presence through a dynamic approach, investing in communication and updating their visual identity, Rossini can adopt a positioning that reflects its history, attaining a distinctive identity that is meaningful for its customers by building around the concept of a fixed point of reference.
Starting from this concept, CBA has developed a brand platform to clarify the values and tone of voice of the new corporate positioning: the identity has to express a committed, practical approach, the expertise and experience that make Rossini a point of reference for distributors and consumers.
The new brand identity is developed by means of the monolithic use of the new corporate blue, enhanced by soft shapes that create patterns and that can be used to develop modern graphic effects interacting with the message.
With its powerful lines, the logotype reinforces the company’s solidity and reliability.
The magenta dot becomes a true point of reference, a recurrent motif that appears in all ATL and BTL materials developed for Rossini, creating a sleek, contemporary language, with a fresh, striking chromatic effect that appears as an innovative presence on the market and amongst its competitors.
The system of sub-brands has been restructured and simplified, with three product families: the Tech line, dedicated to the most technologically advanced products, Design, comprising products incorporating a high level of attention to lifestyle, and Angiolina, for the Ho.re.ca. market and the hospital sector.
The new identity is developed across all Rossini’s principal points of contact with its customers. A particularly important factor was the development of the catalogue, in which CBA reordered and rationalised the way in which the products are presented.
During the following months, Rossini was visible in stadiums, online and in the principal Italian daily newspapers with the campaign “Abiti di cui fidarsi” (garments you can trust), implementing the brand strategy with a sizeable advertising investment.
The stand, designed for the international trade fair A+A in Düsseldorf and other specialist fairs, is based on the key concept underlying the entire brand identity. Rossini is the centre, the point of reference around which all the group’s other proprietary brands revolve.
The design was therefore developed in a concentric arrangement: the central nucleus, on which there is a large illuminated cylinder with the corporate brand, welcomes visitors, who are then accompanied in the discovery of the sub-brand products, exhibited on modular, semi-circular structures. For maximum stand flexibility over the passage of time, every element was designed so that it can be positioned independently in situations of limited space; in the lower part, all the brand’s garments are displayed, subdivided by separating information panels, while in the upper part, the garments are displayed as worn.
For more than fifty years Rossini has been an important player in the market of work clothes and personal protective equipment. The company produces, distributes and imports products through a network of stores and distributors throughout Italy.
