In the culinary world, blending tradition with today’s tools and techniques is an art form. Imperia, the maestro of pasta machines since 1932, has a beloved heritage but craved a dash of spice. Inspired by the brand idea “il genio di forma e sostanza,” meaning “the genius of shapes and materials,” Imperia’s rebrand marries Italy’s culinary tradition with modern creativity.
Crafted by Landor Milano, the brand transformation has turned Imperia’s emblem into a pasta-rolling marvel, churning out impeccable fettuccine and tagliatelle ribbons. This pasta renaissance blends the essence of Italy’s rich history with vibrant, disruptive cues, appealing to both pasta traditionalists and culinary renegades.
For Alessio Galdi, Design Director at Landor Milano, reimagining Imperia’s identity was both a homage to its storied past and a leap into its future. “Imperia is a brand rooted in the history of our country,” Galdi reflects. Navigating this dual mandate was no small feat: the rebrand needed to resonate with the heritage of a 90-year-old company while also appealing to a global, contemporary audience.