For the launch of the new brand, we chose to draw inspiration from historical elements linked to Pastificio Zini’s past. In particular, we took inspiration from wax seals, which were used in one of the first logos designed in 1969 and rediscovered in the company archives. This element, strongly supported by the CEO, who has a deep emotional connection to the company’s history, became the hallmark of the new logo. The wax seals, symbols of quality and tradition, allowed us to maintain a direct link with the past, while decisively looking toward the future.
The name “La Milanese” was conceived to evoke a former Zini payoff, “the ancient Milanese workshop.” This allowed us to connect the new brand with the historical significance and craftsmanship of Italian fresh pasta, while also giving it a new identity recognizable in the international market.
The typography, characterized by harmonious serifs and a bold stroke, reflects the brand’s elegance and solidity. The ceralacche seal thus becomes a genuine mark of guarantee, symbolizing quality and reliability. Special attention was given to the expression of the figure, which now appears serene and reassuring, further strengthening the emotional connection with the consumer.
