Imperia is deeply woven into Italy’s domestic memory: the fresh pasta machine that defined generations of culinary heritage. By 2020, however, pure functional utility was no longer a sufficient market driver. Communication had to engage a shifting consumer profile, one attentive to experience and sensitive to quality time. The rebranding project, led by Landor Italy, was orchestrated to restore Imperia’s cultural relevance, executing a profound product repositioning to precede and power the brand’s revival.
FRAMING THE CHALLENGE.
The strategic question was sharp: how do you elevate a mechanical fresh pasta machine into a desirable, contemporary icon that speaks simultaneously to heritage and a new audience? The task was to shift the entire calculus of choice, moving the product away from domestic necessity and into an emotional ecosystem of meaning, transitioning Imperia from function to imagination.
SETTING THE DIRECTION.
This was a true product repositioning. The goal was to transform Imperia from a mere kitchen tool into an “imagination enabler.” REMIDA redefined the user’s relationship with the object, positioning it as an intentional catalyst for shared experience, creativity, and ritual within the modern home.
DOING THE WORK.
REMIDA engineered the foundational brand strategy, delivering a comprehensive diagnostic of the psychological drivers behind the consumer's choice. The work encompassed a rigorous competitive audit, a deep reading of implicit purchase motivations, and an analysis of the product's semiotic assets to identify the core truths to amplify. To validate these strategic vectors, REMIDA conducted three specialized focus group sessions, ensuring complete alignment between market insights and internal brand perception. This groundwork supplied the strategic blueprint for Landor’s visual execution: a rebranding built on the tactile materiality and elasticity of pasta, culminating in a proprietary font and a design language that translated positioning into high-end execution.
Strategic Benchmarking
Strategic Benchmarking
An in-depth study of competitors and off-category innovators, followed by three validated focus group sessions to solidify the macro-project direction.
Product Repositioning
Product Repositioning
An analytical assessment of the product’s emotional drivers, designed to pivot the consumer value proposition from functional utility to experiential luxury.
Brand Strategy
Brand Strategy
Architecting the new semiotic infrastructure for the brand’s repositioning: delivery of the brand platform, postulates, and emotional response framework.
IMPACT.
Between 2020 and 2021, Imperia surpassed €28 million in revenue, achieving a 23% growth compared to the previous year. The iconic core product now thrives within this sophisticated, redefined domestic economy.
Repositioning the essence of pasta itself.
