The Celli Group is a global player that is growing exponentially and expanding around a project fully dedicated to beverage dispensing.
It is a complex system of companies and brands, organized and structured to address multiple needs across the entire value chain.
As companies expand under the umbrella of the Group, a fundamental need arises to create a new brand architecture, suited to communicate the power of the Group and to distinguish the essence of the different brands corresponding to specific competences and product ranges, while preserving their market identity and common origin.
An in-depth research resulted into the reorganization of the portfolio of the Celli Group’s brands across the value chain, each with a specific role, target, and objectives, and with a shared and consistent image.
This significant change is aimed at defining a new Group identity capable to clearly and consistently communicate change, growth, dimension and, last but not least, a powerful Group vision through harmonious brand architecture design.
The new group colours include dark blue, a symbol of union and trust, which best represents cohesion among the group companies, and clear blue, the colour of change and technological innovation. White stands for ease of use, design, and clean forms, and remains the main feature of the logo.
The seal icon, loaded in time with the company values and history and now clearly identified on the market, was stylized into a soft and light form, to represent the Group’s vision in a modern, yet recognizable way. The blue Celli font, iconic and easily recognizable, looks more modern and appealing.
The payoff “The sustainable drinking experience” perfectly summarizes the Group’s vision.