We have embarked on a journey. A journey into ourselves, a journey into what we love most: our company, our reality, our home. For some time now we have been feeling a sense of dissonance, a distance between what we were doing on a daily basis and what represented us on the outside. We then took courage and began to analyze ourselves, just as a disinterested observer would do. Today the result of that path is visible to everyone: it is our new image, the new face that represents us, the new skin that surrounds us. And that we have never felt so suited to us.
Everything started from a need, a need that we felt strong and clear: to bring out the evolution that, for years, had been taking place within the company for years, and to externalize the desire for innovation that we pursue every day. . The goal was therefore clear, to obtain a communication that fully reflects who we are today, after almost 45 years of activity.
But how to get it? Through a rebranding process: this is the technically correct name of what we have undertaken. A path that did not exclusively concern the pure aesthetic aspect, but also brought out the most intimate aspects of our company, redefining our deepest contents and bringing every single detail of communication to be a true expression of ourselves. Reliability, experience, professionalism, passion, concreteness, personalized answers, continuous research and development: values and will that represent us and that we strongly wanted to emphasize in the new image, so that everyone could grasp our essence at first glance.
The first step of the rebranding activity concerned the company logo, from which - following what emerged from the analysis conducted, the term "Adelio" was eliminated and kept exclusively "Lattuada"; a decision taken not to cut ties with the past but, on the contrary, thanks to the experience acquired over the years, to offer even more essentiality and immediacy. One term, unequivocal, impossible to confuse: Lattuada. Not only that: in “Lattuada” there is the exact expression of what we are, a Family Company; this term is the union between the family and the ownership of the company, a reality that will not change and which is a guarantee of safety and stability for our customers.
Having defined this aspect, a real restyling of the logo was then carried out: a new font and a new pictogram, also respectful of the past but renewed in their essence. The institutional color has remained unchanged, but has been combined with an anthracite gray, with a high visual impact: a color combination of strong contrast that does not leave indifferent and immediately captures the attention.
From the study of the brand, a wide range of values emerged, the result of the personal relationship with customers and the constant attention paid to them. Values that have thus converged in the pay-off: we have entrusted him with the task of transmitting, in two words, what we are, what we do and what we will always continue to do. “Adding Value”: we add value. Our machines, our automation solutions, our innovations add value to the workings of glassmakers all over the world. The value then declines into anything the customer may desire; we add personalization, we add experience, we add innovation, we add performance, we add timely support, we add closeness, we add results. Those who choose a Lattuada know they are “adding something” to their reality. Something positive and unique. The goal, through the pay-off, is to make it clear that Lattuada always offers a solution, which is why we are an added value.
Once the logo, pay-off and colors were defined, everything was then declined in every aspect of online and offline communication: a new coordinated image (business cards, block notes, email signatures, etc ...), new ADV campaigns in magazines sector, a review of the catalogs that followed the redefinition of the identified offer (simplified into 4 lines of offer, clear and identifiable: solution for glass, solutions for stone, special solutions and solutions for automation) and a new site web, equipped with advanced search that makes it easier and more intuitive to find the machine that best suits your needs. All this was presented at Glasstec 2022, the Fair which recently ended in Dusseldorf, during which we showed the world our new image for the first time through an exhibition that expressed the values that emerged and reached the identified communication objectives.
The strong desire we had at the beginning of this journey was to give back to the customer and the glass sector a message of corporate dynamism and continuous qualitative upgrade, exactly what we pursue every day in the company and which also had to emerge through communication. We wanted our goal to be clear: to be recognized as excellence. The new image does just that: it transmits our soul and reveals desire, aspiration, ambition.
Exactly what we are and what we want to continue to be in the coming years: confirming and strengthening the leadership in the grinding and glass processing sector, expanding the range of robotic solutions and the automation sector, strengthening the brand internationally, offering solutions that add value to glassmakers all over the world.
Choosing Lattuada today means choosing an aware, strong and reliable company that offers concrete answers to everyday needs and never abandons its customers. Choosing Lattuada today means relying on a reality aware of its potential and its values, innovative and avant-garde.
We are still us, but with a new face: Lattuada, Adding Value!