Imperia's rebrand by Landor Milan will make all grandmothers proud, celebrating its heritage with a modern twist.

Using warm tones that evoke ingredients such as flour and eggs, the design embodies the essence of pasta making. The logo, which resembles the roller of a pasta machine, incorporates a recognisable illustrative style that echoes throughout the brand's visuals.

Inspired by Bruno Munari's "Useless Machines", a 3D system brings to life the brand's new positioning: "Genius of form and substance". A home-made custom typography called Sfoglia Grotesque adds character, with ligatures inspired by pasta sheets, reinforcing the brand's charm and uniqueness.