Visual design is one of the vital components that Roberto Rancilio had in mind when he decided to give his company life. He knew very well that until an object is used, it might as well not exist and that, in order to sell, an object must be seen as special, completely different: in one word, unique. That made product visibility essential and advertising was one of the several roads open at that time. From the start, Roberto Rancilio was convinced of the need to craft a global strategy that would involve all the communication segments.
Roberto envisioned a program that would close the boundaries between technical and visual design, marketing and advertising. The primary aspect of this program would be to highlight the quality of the double-R brand: Rancilio machines, today as always, are the product of a synergistic collaboration of vitality, skill and experience. The double-R logo, therefore, encapsulates the nature of the company - its style, its image, and its history. |
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