LiiT – Branding System

The context

In 2022, Cartaria Italiana operated in the HoReCa sector with two main target groups: retail resellers, for garbage bags, and restaurateurs, for customized packaging. This led to the creation of two business units: Gamma HoReCa (for resellers) and Cartaria Italiana (direct sales to restaurateurs), both coordinated by LiiT as the administrative and strategic hub.

The challenge

Create separate visual identities for Cartaria Italiana, Gamma HoReCa, and LiiT, while keeping them connected. Each brand needed to express its own uniqueness, while still being part of the same corporate family.

The solution

Develop a variable branding system based on adjustable parameters (shapes, colors, typography). This led to the creation of distinct visual identities: Cartaria Italiana vibrant and creative, Gamma HoReCa serious and professional, LiiT elegant and institutional.

The advantages

The adoption of a parametric system maintained visual consistency across the brands, strengthening the group’s identity while allowing each brand to have a unique visual identity. It also enabled the use of common graphic layouts, speeding up the production of assets.

Useful links
Guidelines Catalogues