The new brand identity of Valli by Lefloft

Floor to Andrea Martelli, Marketing & Business Development Manager of Valli, based in Renate, in the Brianza region, the company that right before its 90th anniversary put into action a strategic rebranding process.

“Design culture, know how, and versatility constitute the DNA of Valli.” This is how Andrea Martelli, Marketing & Business Development Manager at Valli introduces the new course undertaken by the company, established in 1934 by Pasquale Valli, which focuses on Made in Italy handle production and that recently has seen an all-round rebranding process, starting from its name, which from Valli&Valli simply became Valli.

Andrea Martelli explains: “Being able to keep up with the times in terms of language and communication is essential in order to be able to continue working with the target audience, who in our case are architects and interior designers, in addition to all the consumers who reach out to the design world.” 

“Our rebranding aims to modernize all our resources starting from our visual communication and updating the tone of voice compared to the past, while maintaining our authority and prestige.” Valli’s rebranding also involved one of the most important businesses in the Milan graphic design scene, LeftLoft. The studio has redesigned the entire brand identity for the company, starting from the new logo, which maintains the old clear and easy-to-read font while modernizing its style, to the new payoff: “Valli. Handle creators.”

“LeftLoft is a dynamic agency that tackles the design world with a particular attention to digital communication,” explain Martelli. “It is an across-the-board studio which allows its team to work with a very editorial style. We embarked on a path in which we rethought all our aspects, starting from defining new objectives by recalibrating the structure of the brand in order to fully and efficiently communicate the Valli universe. Today, for those who work in the design field and buy design products, digitalization in all its nuances is key to storytelling and to a design narrative.” 

Valli is the corporate master brand, while Fusital and Lab are the two product collections. The premium collection Fusital includes all the handles designed by various architectural firms at international level. Lab gathers all the handles developed by the brand’s in-house team of designers – a workshop where to experiment with trends and styles while respecting the company’s heritage. And Martelli continues: “When looking at the catalog, you can find all the great Italian designs: from Gae Aulenti to Achille Castiglioni, and even more recent designers like Antonio Citterio and the new promises, now well-established, like Federica Biasi.” 

“Together with LeftLoft, we decided to preserve our heritage and make our bundle of values something that can be used today. The rebranding process comes from Valli’s history: the new logo, as well as the new communication asset, takes inspiration from the graphic designs that Bob Noorda previously developed for the company. The gray and the yellow as an accent have been on Valli’s plants and in our offices for the past 40 years. We took what we had done decades ago and made it contemporary and gave it a more international relevance. The history of the company is part and parcel of the rebranding process: the heritage of the designers that collaborated with us will always be part of our communication throughout the year.”

All images courtesy Valli

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