The strategy required the company to transition from a mid-market positioning to a premium brand, to create the platform for introducing a totally new product range of high-quality cooking machines for American consumers.
Pentagram created a new set of brand pillars that would underpin Bertazzoni’s American launch and all its future communications. These are: an understanding of food, engineering, Italian design and family heritage.
Bertazzoni is a family-owned Italian manufacturer that has been producing engineered cooking ranges since 1882. Pentagram created a set of catalogues for the brand’s 2015/16 collection. These are projects were part of a ten-year relationship, which has encompassed brand and sub-brand identities, advertisements, websites and exhibition graphics.
The relationship began in 2005 when Bertazzoni approached Pentagram to create a brand strategy for its launch into the American market – signaling a new era for the company. The strategy required the company to transition from a mid-market positioning to a premium brand, to create the platform for introducing a totally new product range of high-quality cooking machines for American consumers.
The first part of the strategy was to name the brand, shifting from its previous market facing iteration, La Germania (retained for mid-market products), to the owner’s family name – Bertazzoni. This change was cemented in a new company marque of a winged wheel, a symbol that is intrinsically part of the company’s story.
The second part was to create a new set of brand pillars that would underpin Bertazzoni’s American launch and all its future communications. These are: an understanding of food, engineering, Italian design and family heritage. All of the brand pillars are informed by Bertazzoni’s 133-year history and location in Emilia-Romagna, a region famed for food production and world-class engineering including: prosciutto di Parma, Parmigiano Reggiano, Ferrari and Ducati.
The latest set of catalogues demonstrates the use of the brand pillars, but with adjusted hierarchies. The first is for Bertazzoni’s premium range. In this iteration, all communications are led by the brand’s authority on engineering. The second catalogue is for Bertazzoni La Germania, a mid-market sub-brand, which is led by the brand’s knowledge passion for style and design.
As with all Bertazzoni catalogues, Pentagram has managed and designed every element of the process. Pentagram specified the room sets as well as art directed all photography and catalogue design.
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