Imperia’s refreshed logo – hot off the heels of a rebrand – has been turned into a pasta rolling machine, whipping out perfect ribbons of fettuccine and tagliatelle. This is the clever work of Landor Milano, who took up the task of reimagining the look and feel of Imperia, which has been making the best pasta machines in the business. To chart a visual direction for the legacy company with a 90-year-long history, the studio, quite naturally, had to look back at its past. “Imperia is a brand rooted in the history of our country,” Alessio Galdi, Design Director of Landor Milano tells us. For Galdi and his team, the task at hand was complex – the rebrand had to take notes from Imperia’s history, but at the same time, it also had to appeal “to the new, no longer just Italian image of Imperia,” he adds.