ART DIRECTION / PRODUCT DESIGN / GRAPHIC DESIGN
The Barazza family, known for making Italian household appliances, had been represented by the trademark JOLLYNOX for years. It was one of the many brands in the steel processing sector that emerged during the period of economic boom. The name JOLLYNOX was ill-placed with respect to the company’s vocation of creating exclusively designed, high-end products, and all the more so when considering opening up to the international market.
The first step was to study the JOLLYNOX brand restyle. However, data from in-depth market research soon indicated that a different of strategy was required, focusing on a product to be exported abroad.
We came up with idea of using the family name, BARAZZA, which was to become a new all-Italian brand. This strengthened the company, making it more competitive, now with two different brands: BARAZZA, for the high-end or luxury market, and JOLLYNOX, for the lower end of the market, capable of competing with the armed-and-ready manufacturers from Asia.
BARAZZA is a gritty brand, rejecting the glossy, descriptive idea of steel and instead preferring innovative, eye-catching products that spur the imagination. The overall aesthetic communicates a sense of balance between modernity and technicality. BARAZZA relaunched with two new catalogues, a box and a new website. The first BARAZZA catalogue presents the family’s historical tradition: still-life images showing blue topaz steel, gleaming like a precious gem. The BARAZZA advertising page was coordinated with the entire new image, now more than recognisable, to the extent that it significantly increased turnover even in the first year. A couple of years later with the VELVET project, the image changed to the one we know today.
These efforts helped the brand to internationalise, managing to make BARAZZA a go-to luxury name, offering a high-end product and an instantly recognisable image. The company has now shifted almost all of its business to the brand designed by Studio Spessotto, fighting off competition that would otherwise have inevitably led to an insurmountable showdown between the well-known multinationals and this medium-sized company from Treviso.
“We’ve been working with Stefano Spessotto and the Studio for more than ten years, sharing some really important company milestones.”
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