Reimagining Alessi for the Canadian Market
This project focused on repositioning Alessi, the Italian design brand, to build stronger awareness in Canada.
Through a comprehensive rebranding, the goal was to bridge the gap between Alessi’s global design legacy and Canadian consumers who value style, functionality, and timeless aesthetics.
Guided by the chief message, “If you know, you know,” the rebranding aimed to present Alessi as more than luxury kitchenware—positioning it as a go-to brand for functional art pieces that elevate everyday living.
At the heart of this project was a logo redesign that merged Alessi’s legacy with a contemporary edge. Drawing inspiration from the base of the iconic 9090 espresso maker, the refreshed wordmark introduced a minimalist form while preserving brand recognition. The flipped “S” served as a subtle yet striking detail—capturing Alessi’s spirit of innovation and timelessness.
The promotional strategy further translated the chief message, “If you know, you know,” into a visual narrative. Bus shelter ads were designed with a torn-paper reveal effect, showing only fragments of Alessi products. This approach embodied the idea that the brand’s artistry isn’t always obvious at first glance—it’s something you recognize and appreciate when you truly know it. On social media, curated campaigns across Instagram, Facebook, and Pinterest showcased Alessi products as functional art pieces, reinforcing the brand’s identity as sophisticated yet approachable.
By aligning the redesigned logo with a promotional strategy rooted in intrigue and discovery, this project positioned Alessi as more than luxury homeware. It framed the brand as a cultural touchpoint: a design icon that elevates everyday living, recognized and valued by those who truly appreciate refined detail.
