B&B Italia turns to Winkreative

Upscale Italian furniture company B&B Italia is set to relaunch in September, with a branding revamp by Winkreative.

‘We’re doing a complete overhaul and audit of the brand, from the corporate identity to print materials to advertising,’ confirms consultancy chairman and creative director Tyler Brûlé.

New-look catalogues, brochures and advertising will boast warmer, more residential environments; they will also be the first place that customers see the Maxalto and B&B Italia brands united.

‘What we’re trying to do is broaden the message and touch more people. [The brand] has been living in a narrow channel, an architects’ world,’ explains Brûlé.

The company’s visual identity will not be dramatically altered, however. ‘We’re huge fans of the current work, so anything you see will be a tidy up, rather than a complete reinvention,’ he adds.