a new generation of elegance
In the year of its 50th anniversary, Zignone undertook a wide path in brand communication. Bellissimo accompanies the wool mill of Biella towards a renewed positioning.
For the study is a new case of consultancy and continuous collaboration with a growing Italian reality, strongly active abroad, in which to effectively highlight the distinctive qualities of a company in its professional scenario.
In the heart of wool-making excellence, Zignone produces fabrics of contemporary elegance destined for the best international clothing. Among the suppliers in the sector, the company stands out for its dynamism — in stylistic research and in technical performance.
The project started by defining the brand values and its future positioning, according to the method and the tools developed by Bellissimo in the role of branding consultant.
The new tagline, A New Generation of Elegance, tells about the propensity of the wool mill to technological and creative innovation, together with attention to new groups of consumers interested in formalwear.
The contents written in this phase trace an authentic, contemporary tone of voice, through which to express the union between classical elegance and upcoming trends on the various media: web, social media, press releases, up to the events for the anniversary .
The study has renewed the visual identity following the same horizon,
starting from the historical wool mill logo.
The new font, the “Grifo”, interprets the logotype in a targeted manner, ensuring readability even on small surfaces.
The restyling involved all the materials that form the communication of a woolen mill — from the samples for the commercial activity to the fashion brands to the labels to the "pendants" visible to the final consumers.
Bellissimo has enriched the set of visual elements with the choice of a new palette of elegant colours and the introduction of oblique lines that now distinguish the wool mill’s graphics.
The rebranding takes place at a special time. 2018 marks the fifty years of activity of the wool mill, now in its third generation.
To sign the activities related to the anniversary, Bellissimo has created a special logo, characterised by an oblique line: an ideal “time line” that presents the new goal as a fundamental moment, but also as a step of transition for a brand strongly facing the future.
For the moment of greater celebration, Zignone has chosen the occurrence of the main fair in the wool sector in Italy.
On 9 July 2018, the day before the summer edition of Milano Unica, the wool mill welcomed at the Milan Triennale one hundred guests selected from the brand’s customers in fashion companies and experts in the sector.
The experience included an impressive aperitif at sunset on the terrace, an elegant gala dinner by the starred chef Stefano Cerveni in the hall of honour and, finally, a live music show on the balcony.
Bellissimo took care of every detail —location, set-ups, contents, coordination, logistics— demonstrating the different skills that distinguish our eclectic team of designers.
Among the tributes to the participants, a special 7” vinyl with two unreleased tracks of the band involved in the evening.
This is the video of the evening event #Zignone50