Aranow

Corporate branding, design of corporate identity, art direction, communication

We have undertaken the task of rebranding Aranow, an international company specialising in single-dose packaging machinery for food, pharmaceutical, cosmetic and dairy products, coinciding with the firm’s 18th anniversary.

Aranow’s branding, as agreed with the client, should show and communicate a solid, modern and global company, which at the same time conceptually reflects the industrial sector. But the most important quality of the company’s identity to be expressed by its branding is the human factor.

For this reason, we involved the entire team in the creation of their new brand and, as a result, an isotype was developed that represents equality, mass production and commitment (“Aranow accompanies you”).

Using the Söhne Breit typeface – a solid, sober and technical font – we designed a consistent identity. This font was established as the firm’s corporate typeface, complementing it with HK Grotesk for print and Libre Franklin for web.

We determined a colour palette whose main colours are black and dark grey, using a lighter shade of grey as a complementary colour representing the industrial sector, and green, as a representation for sustainability, which is another of the company’s important values.

The result is a powerful branding, with strength and personality, that denotes both quality and professionalism. The branding was furthermore applied to its sub-brands (i.e. machine models) and to all its physical and digital communication materials.