Poliform: an individual, strong identity

The re-branding process for Varenna begins now. Starting from 2018 the brand will go by the name of Poliform, in favor of a single, coherent corporate identity

Varenna and Poliform under the same trademark. This is the latest news that anticipates the design excitement of the Milan Design Week and the Salone del Mobile that the company is preparing to embrace. A single, strong brand – Poliform – which will synergically connect the two (former) corporate souls and therefore their respective collections.

But the prospects are far wider. “A single strategy and a shared vision will lead us to more effective brand communication – explain Alberto SpinelliAldo Spinelli and Giovanni Anzani, founders of the company – We are convinced, therefore, that the switch to a single, strong brand will ensure we achieve great benefits in terms of market coverage, improved allocation of internal resources, and incisiveness of campaigns to the benefit of all our product lines.”

These are the reasons that led to the decision of merging the Varenna kitchen brand to the Poliform brand; an essential step in the process of transforming the company brand experience, oriented towards the creation of an experiential platform with a strong emotional impact. “This is certainly a brave decision, and it is part of a larger and more ambitious transformation, which will contribute significantly towards Poliform’s growth.”

From April, therefore, and for the entire 2018, a communication campaign will be launched through different channels: print, digital, native advertising, video, social networks and web channels.

In this way a shared culture path is realized, expressed in terms of design and production, since in 1996 Varenna (founded in 1950) became part of the Poliform group, now more and more “oriented towards the future”.