Case history – Imperial Line

Subtraction. The rebranding of Imperial Line is based on an effective action of subtraction. “We are Italian manufacturers of seats, tables, stools, and cupboards…”; the Venetian company calls itself like that; for generations, it has been producing collections that blend design and craftsmanship.

The restyling of the corporate image and communication takes more or less two years; during this period grucciadesign. was head of art direction.

Foremost, we design a new graphic concept: simplifying, we obtained a distinct and uncomplicated style of graphics. We designed a simple color combination in addition to reaching the essence of the concept: the expressivity of black and white best represents the design of the new communication.

In the same way, we gave to the photo shootings a styling strongly oriented to the exaltation of the product; as a result, we have designed extensive photographic sets, where the collections become the authentic protagonists. The exasperated perspectives and strong cuts outline the relationship between product and architecture. The space, from a simple backdrop, intervenes in the process of the product presentation and helps to govern its function.

In terms of exhibit design, the collaboration between Grucciadesign. and Imperial Line has led to the design of three exhibition formats for the international trade fairs 2019-2020. Once again we wanted to enhance the product, with an exhibition-style chosen according to the target of each fair.

Speaking of online communication, we also designed the company’s new website. The site reflects the distinct and essential style of the brand: images and texts alternate and are already visible from the homepage. To present the restyling of corporate communication, we have designed a digital company profile that can be downloaded directly from the Imperial Line website.