Valuing tradition with a fresh brand for Lazzeri
Branding, Brand Strategy, Visual Identity
Lazzeri is Italian-Brazilian company with a rich history of almost a century, starting from Trento, Italy. The company specializes in producing flower seedlings for gardening. Their team of experts offers innovative and high-quality seedlings exclusively made on Brazilian soil to support growers in producing the most beautiful and best flowers for the market.
Challenge:
Lazzeri's visual identity was outdated and disorganized. Their communication language was no longer compatible with the company's positioning since they were shifting their focus to production in Brazil, leaving its Italian branch. Our challenge was to update the brand's positioning for this new moment by building a stronger brand that is more aligned with the current culture.
Direction:
The new brand positioning emphasizes company characteristics that customers barely saw. One of the main points of contact we worked on was the new visual identity that now expresses the entire brand essence and creates differentiation in the market segment.
Project developed by Okta Design for Lazzeri
Creative Director: Camila Chisini
Brand Strategist: Camila Chisini and Paula Rego
Copywriting: Paula Rego
Brand Design: Luísa Fantinel and Camila Chisini
Type Design: HarborType
Brazil - 2020