Marcela Souza | Product & UX Designer

Alessi

Brand

Digital Marketing

🫖

To modernize Alessi’s visual identity and position it as a must-know brand for design-savvy Canadians.

Description Updated Alessi's logo and created impactful assets, including a bus shelter advertisement and a social media campaign, to highlight its legacy and attract a new audience.
Role Brand Designer, Marketing Strategist, Graphic Designer
Contributions Developed a modernized logo, created advertisements emphasizing minimalist design, and crafted a cohesive marketing strategy.
Project Duration 1 month
Tools Used

Alessi is an Italian design company renowned for innovative, functional, and art-inspired small appliances. It needs to elevate brand awareness in Canada by updating its logo and creating impactful assets to highlight its legacy and attract a new audience.

The Project

Key Challenge

Alessi’s brand recognition in Canada is low, despite its strong international reputation. The objective is to establish Alessi as a must-know brand for sophisticated, design-savvy Canadians by enhancing visibility and positioning it as a high-value, sought-after brand in Canada.

Purpose of Communication

This rebranding effort will modernize Alessi’s visual identity, increase market share, and drive traffic to social channels by appealing to consumers’ appreciation for minimalist yet high-quality design.

Competitors

Italian competitor with a focus on style and retro design.

Recognized brand offering reliable, well-designed appliances.

Known for high-quality kitchen appliances with a premium feel.

Sophia, 35, Toronto-based architect with a love for artful design and eco-conscious consumerism. Sophia follows global design trends and seeks products that offer both style and functionality.

Target Audience

Millennials (25–40): Seek functional, modern designs that blend into a minimalist lifestyle.
Gen X (41–56): Value quality craftsmanship and appreciate brand stories that align with authenticity and sophistication.

The Deliverables

Modernized logo that captures Alessi's design heritage with a contemporary feel.
Two advertisements: a bus shelter ad and a social media asset designed for Instagram.

A minimalist ad featuring Alessi’s new logo and QR code, inviting urban passersby to discover the brand’s elegance and exclusive product insights.

Second deliverable: Alessi's Instagram post showcasing the iconic kettle

A captivating post showcasing Alessi’s iconic kettle, using #DiscoverAlessi to engage followers with the brand’s design story and craftsmanship.

New logo

Old logo

Logo

The new Alessi logo modernizes the brand with a minimalist and geometric approach, contrasting the previous classic design. The new logo features a lowercase "a" stylized with bold, circular lines, capturing both simplicity and modernity, while the bright red color maintains brand recognition. This redesign emphasizes Alessi's identity as a contemporary, design-focused brand, shedding the traditional, full-word mark in favor of a symbol that aligns with minimalist aesthetics and appeals to a younger, design-conscious audience.

Composed, sophisticated, and practical with a subtle hint of exclusivity. The brand voice reflects confidence and respect for design traditions, speaking directly to consumers who appreciate nuanced craftsmanship.

Tone & Brand Voice

Media Strategy

• Platforms: Instagram, Pinterest, Facebook, and TikTok (to reach younger design aficionados and expand presence in emerging social channels).
• Ad Types: OOH (Out-of-Home) bus shelter ads in urban areas with high foot traffic; Social media ads optimized for carousel and short-form video on Instagram and Pinterest.

Graphical representation of the budget and milestones for Alessi's redesign project

Budget + High-Level Milestones

Total budget: $50,000

• Logo design: $15,000
• OOH Bus Shelter Ad: $20,000
• Social Media Campaign: $15,000

Timeline

month

Logo redesign completion

1.5

months

Ad creative concepts

months

Launch campaign

Chief Message

"If you know, you know."

Call to Action

"Discover the timeless elegance of Alessi.

Mockup showing promotional materials designed for Alessi

Thank you!

Thank you for exploring this creative journey. It was an honor to reimagine Alessi’s identity and craft a marketing plan that reflects the brand’s elegance and innovation. This project showcases my passion for design and strategic thinking, and I’m excited to share it as part of my portfolio.