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Nature tells its own story
Only a few logotypes represent the brand purpose as powerfully as that of Mulino Bianco. It contains the whole history of the brand in miniature. Over the years, the Mulino Bianco logo - designed in 1975 by Gio Rossi for Barilla - has evolved without diminishing its storytelling capacity. Today, the increasing efforts of Mulino Bianco towards a sustainable future required a further evolution to better represent the brand's commitment to protecting the planet and its resources as stated in the “Mulino Bianco Sustainability Chart”.
The iconic graphic elements of the Mulino Bianco logo – the flowers, the mill, the ears of corn – have evolved to describe a lively and authentic nature. We represented the brand tension between simplicity and plentifulness, genuineness and contemporaneity to express the brand's deepest soul which remains connected to its heritage while heading for the future. The rebranding of Mulino Bianco is not a mere simplification of the visual complexities, but rather the creation of a new story celebrating the brand's holistic approach of integrating nature, the real one, in its everyday efforts towards goodness and genuineness.
This is not a normal rebranding mostly because of the sentimental relevance of this very brand on the Italian market, a true icon that has been part of millions of Italian consumers' lives over the last 50 years. Gianni Tozzi, Chief Creative Officer InternationalGianni Tozzi, Chief Creative Officer International
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