Mugnaini

Mugnaini imports and manufactures authentic Italian open hearth ovens and distributes them to homes and restaurants throughout the U.S., Canada, and Mexico.

They decided to refresh their brand and core messaging upon moving their headquarters, showroom, accessories shop, and unique cooking school from Watsonville to Healdsburg, in the heart of California’s Sonoma Wine Country.

In addition to creating an updated brand with complementary messaging, we provided them with brand guidelines and a marketing plan for promoting and establishing the new brand.

In business for over 25 years, the Mugnaini brand needed to feel classic and inviting. We created a custom font with rounded corners to keep it soft. The arch of the mark is in homage to the arched roof of Mugnaini's open hearth ovens.

We went with a deep midnight blue with gold accents to accentuate their high-quality products. We added the year they were established to emphasize their old world legacy.

Their icon is a variation of the letterform used in the wordmark. We extended the stem on the right side of the 'M' and angled the bottom to match the wordmark, and to provide continuity between the brand and the icon. All of the points of the letterform were rounded to soften the letter.

We got some hands-on experience with Mugnaini during a photo shoot we designed for an ad in Sonoma magazine. To announce the opening of their new facilities, we collaborated on a simple yet personal invitation. We were lucky enough to have Andrea Mugnaini cook us a pizza in one of her ovens for the shoot.

Mugnaini extends their brand across a lot of collateral, such as signage and business cards.

In addition, they sell branded products in their retail store, including bags, aprons, cutting boards, and more. They also teach cooking classes at the new space, where students receive folders with notes and recipes.

Every oven ships with an identity plate attached. The brand turned out especially awesome on raised copper.