Adding Value, the new face Lattuada
We have embarked on a journey. A journey within ourselves, a journey within what we love most: our company, our reality, our home. For some time we had felt a sense of dissonance, a distance between what we were accomplishing on a daily basis and what represented us on the outside. So we took courage and began to analyze ourselves, just as a disinterested observer would. Today the result of that journey is visible for all to see: it is our new image, the new face that represents us, the new skin that surrounds us. And that we have never felt so suitable for us.
It all started from a need, a necessity that we felt loud and clear: to bring out, even at the level of communication, the evolution that, for years now, had been taking place within the company and to externalize the desire for innovation that we pursue on a daily basis. The goal was therefore clear, Achieve communication that fully reflects who we are today, after nearly 45 years of operation.
But how to achieve it? Through a path of rebranding: this is the technically correct name for what we have undertaken. A path that did not only concern the pure aesthetic aspect, but also brought out the most intimate aspects of our company, redefining our deepest contents and bringing every single detail of communication to be a true expression of ourselves. Reliability, experience, professionalism, passion, concreteness, personalized answers, continuous research and development: values and wills that represent us and that we strongly wished to emphasize in the new image, so that everyone could grasp our essence at first glance.
The first step of the rebranding activity involved the company's logo, from which - following the findings of the analysis conducted, the term “Adelio” was removed and kept exclusively “Lattuada”; a decision made not to cut ties with the past but, on the contrary, on the strength of the experience gained over the years, to offer even more essentiality and immediacy. One term, unambiguous, impossible to confuse: Lattuada. Not only that: in “Lattuada” there is the exact expression of what we are, a Family Company; this term is the union between the family and the ownership of the company, a reality of facts that will not change and that is a guarantee of security and stability for our customers. Having defined this aspect, a real logo restyling: a new font and a new pictogram, also respectful of the past but renewed in their essence. The institutional color has remained unchanged, but it has been flanked by a high-impact anthracite gray: a high-contrast color combination that does not leave one indifferent and immediately catches the eye.
A wide range of values then emerged from the brand study, resulting from the personal relationship with customers and the constant attention paid to them. Values that have thus flowed into the pay-off: to him we entrusted the task of conveying, in two words, what we are, what we do, and what we will always continue to do. “Adding Value”: we add value. Our machines, our automation solutions, our innovations add value to the workings of glassmakers around the world. The value then declines into whatever the customer may want; we add customization, we add experience, we add innovation, we add performance, we add timely service, we add proximity, we add results. Whoever chooses a Lattuada knows to “add something” To its reality. Something positive and unique. The goal, through the pay-off, is to make it clear that Lattuada always offers a solution, so we are an added value.
Once the logo, pay-off and colors were defined, it was then declined in every aspect of online and offline communication: a new corporate image (business cards, notepads, email signatures, etc.), new ADV campaigns in the trade journals, a revisiting catalogs that followed the redefinition of the identified offering (simplified into 4 clear and identifiable lines of offerings: glass solutions, stone solutions, special solutions and automation solutions) and a new website, equipped with advanced search, which makes it easier and more intuitive to find the right machine for your needs.
All of this was presented at Glasstec 2022, a recently concluded trade fair in Dusseldorf, during which we showed our new image to the world for the first time through a setup that expressed the values that emerged and achieved the communication goals identified.
The strong desire we had at the beginning of this journey was to give back to the customer and the glass industry a message of business dynamism and continuous quality upgrade, exactly what we pursue every day in the company and which also had to emerge through communication. We wanted to be clear about our goal: be recognized as excellence. The new image does just that: it conveys our soul and gives off desire, aspiration, ambition.
Exactly what we are and what we want to continue to be in the coming years: confirming and enhancing leadership in glass grinding and processing, expanding the range of robotic solutions and the automation segment, strengthening the brand internationally, and offering solutions that add value to glassmakers around the world.
Choosing Lattuada today means choosing a conscious, strong and reliable company that offers concrete answers to everyday needs and never abandons its customers. Choosing Lattuada today means relying on a company that is aware of its potential and values, innovative and avant-garde.
We are still us, but with a new face: Lattuada, Adding Value!
