Branding, Visual Identity
WEBSITE
Vassoplast.com
Forty years of manufacturing heritage. One chaotic logo. Time to fix that.
Vassoplast has been making thermoformed plastic trays for the food and cosmetics industry for decades. Their technical expertise is undeniable, their visual identity wasn't. The logo was cluttered, inconsistent, and doing nothing to communicate the precision and reliability that the business had actually built its reputation on. The brief was clear: simplify it, modernise it, but don't throw away what makes Vassoplast, Vassoplast. Essence intact. Chaos gone.
A legacy brand with a chaotic visual identity faces a specific kind of problem, the instinct is to clean everything up, but overcorrect and you strip out the character that made the brand recognisable in the first place. For a B2B manufacturer selling to global clients in food and cosmetics, the identity also needed to communicate precision and technical credibility, not just look nice. Pretty wasn't the brief. Trustworthy was.
Working in collaboration with Spider Advertising in Turin, I redesigned the logo and built a complete brand system around two principles: clarity and craftsmanship. The new logo strips away the clutter while preserving the structural logic of the original, so existing clients recognise it immediately, but new clients see a company that looks as serious as its products. Minimalist typography, a restrained colour palette, and visual cues drawn from the geometry of thermoformed plastic give the identity a precision that mirrors the manufacturing process itself. The system extends across business cards, signage, collateral, and environmental applications.
The guiding idea is crafted precision, a phrase that describes both the manufacturing process and the design approach. Every element is deliberate. Nothing is decorative for its own sake. The identity is built the same way Vassoplast builds its products: with function first, and quality that shows in the details.
The new identity has been adopted by Vassoplast and is currently in use across business collateral, including visiting cards and signage. A website update is in progress. This was the third project completed in collaboration with Spider Advertising, Turin.
