Philosophy and restyling of GCR and the Cerdisa and Ricchetti brands
Today GCR aims to “Generate a desire. Sharing a dream”.
Featured Themes:
The Manifesto for a Different Ceramic Style has been drawn up, with the aim of attracting attention, standing out, and being popular:
1. Always the wow effect
2. To stand out on the market
3. To propose something different to the customer
4. To be attractive
5. To be less commercial and more visual
6. Surprising
6. For each collection, focusing on something striking
5. Enhancing the material and its sensations. Its emotions in the environment
4. To wow the world
3. Therefore attracting everyone
2. Therefore selling. With a dream
1. Therefore to be deeply commercial
The vision is to regain trust with existing customers and acquire new ones, to open up new sales channels and improve services; all this through direct communication of the change of pace undertaken and to be able to sell more and better.
The mission is to make the new high Value of the company immediately perceptible.
An analysis of the logo styling revealed an overlap generated by the name Gruppo Ceramiche Ricchetti (parent company) with the Ricchetti, commercial brand, creating confusion between the roles of the parent company and the commercial brand.
Hence the decision to highlight the acronym GCR, giving it a new interpretation as an acronym for GRUPPO CERDISA RICCHETTI.
A decisive restyling of the Group’s logo was therefore implemented: the new solution distinguishes clearly between the parent company and the commercial brands with an equal prominence of both. It also communicates a business tone as well as substance and clarity of ideas.
Colors
Cerdisa
Cerdisa’s vision is to “re-establish itself” as a reference point for Italian ceramic design, presenting itself with a visually sophisticated, strong and coherent image that is clearly identified and recognised in the market.
Mission: the pleasure of contemplating the beauty of unique ceramics.
A point of view “from the outside”, since Cerdisa’s material must be textural, sophisticated, dreamlike; an elegant, dreamy, poetic and sculptural style favoured by those who love simplicity.
The brand’s claim is identified by this phrase: feel absolute spaces.
The new catalogue format traces the guidelines of the brand image.
The tone and visuals are those of a design catalogue, with a contemporary stylistic slant, in line with the latest trends.
The style of the graphics and images represents the essence of the new brand identity: high-end, creative, sophisticated.
To reinforce the sense of absolute beauty, which is central to the recognisability of the new image of the brand and its product, the photographs are characterised by clear strokes of light that appear almost to sculpt the ceramic material. Essential, technical, rigorous and highly evocative details, where the surface is the focus and the light probes and reveals the material.
The restyling of the Cerdisa logo
On the left, the 2019 general catalogue logo. Next to it, the 2019 internet logo. Below, the colour used.
Below, logo, mark and pantone colour 2020.
Ricchetti
The new vision of Ricchetti is to be more competitive on the market together with its customers, through an original, distinctive and attractive presentation of its brand, products and services.
Mission: the pleasure of experiencing the beauty of unique ceramics, starting from an “inside” point of view, since Ricchetti’s claim is “feel living moments”.
The Cisa Ceramiche branded collections have been included in a single Ricchetti branded catalogue, in order to offer customers a more complete and therefore competitive product range, because it is aligned with multiple market needs.
An elegant, narrative, pictorial, emotional image; the catalogues tell the story of the collections through moments to be experienced, fleeting instants, fixed in time and in the spaces of your dreams.
A graphic layout with an editorial slant typical of art publications, always aimed at emphasising the new brand image: high-end, refined, sophisticated.
All this is expressed through a new photographic mood: telling the story through snapshots of ceramic materials that contribute to creating the elegant style and dreamy atmosphere of environments experienced through a pleasant personal relationship with the living space.
The restyling of the Ricchetti logo
Logo and colour 2019.
Logo + Mark + colorurs 2020.
