Imperia

Since 1932, Imperia has been synonymous with homemade fresh pasta, bringing Italian craftsmanship and culinary tradition to kitchens around the world. The challenge was to revitalise one of Italy’s most iconic brands, preserving its authenticity while repositioning it as a celebration of creativity, where making pasta becomes an act of invention rather than simple preparation.

Inspired by the brand idea The Genius of Form and Substance, the identity celebrates the uniquely Italian ability to combine engineering precision with creative expression. The pasta machine is reimagined as a creative tool, capable of transforming simple ingredients into endless possibilities.

This philosophy extends across the entire identity system. Drawing inspiration from Bruno Munari’s Macchine Inutili, a series of playful kinetic sculptures celebrating experimentation and imagination, the visual language reinterprets these references as “Useful and Playful Machines”, bringing motion, creativity, and discovery into the brand. Illustrations celebrate the endless variety of pasta shapes, while Sfoglia Grotesk, a bespoke display typeface inspired by rolled pasta dough, transforms the gestures of pasta making into a distinctive typographic voice. Together, every element reinforces the idea that making pasta is not simply about tradition, but about creating something uniquely your own.

The result is an identity that transforms Imperia from a manufacturer of pasta machines into a brand that celebrates Italian ingenuity, where heritage becomes a platform for experimentation and every meal begins with an act of creativity.

Awards List:
Cannes Lions Bronze. D&AD 1 Graphite and 2 Wood Pencil. The Drum Awards 2 Silver. ADCI Gold. ADCE Silver.