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12 November 2025
Can Italianness be a positioning?
Icons of Italianness were never created just to be symbols of Italianness. They became Italian worldwide because they carried a unique dream: Vespa embodied freedom, Ferrari chased speed records, Olivetti redefined industrial design. Today, too many brands rely solely on Italianness to position them ...
31 October 2025
Excellence or Luxury?
A dream is a wish. Why quote one of Disney’s most beloved songs? Because it holds a truth that the new luxury seems to have somewhat forgotten: dreams drive people’s desires - and their choices. But if dreams become completely out of reach, the new Luxury risks ...
15 October 2025
More time, less space
The market is flooded with products to sell, distribute, and promote. With them come higher costs, greater complexity, and more space taken up. Stores are expanding—becoming more expensive to run and more time-consuming to visit. But do people really want more choice, more products, mor ...
13 October 2025
EPDA a new challenge!
As every year, we joined the EPDA - European Packaging Design Association event, held last week, gathering design professionals and companies from across Europe (and beyond!). At the event, an exciting announcement was made: our agency, represented by Angelo Ferrara, will be the new EPDA board memb ...
01 October 2025
Can a brand positioning still stand still?
Every brand is looking for a positioning. But in a world that changes so rapidly, does it still make sense to use such a static word? We often take for granted the meaning of terms we use every day. “Positioning” evokes stability: finding a place and holding it. But today, a brand can ...
11 September 2025
Do "big ideas" really start big?
We’re all searching for the Big Idea. The mantra of our times: the promise of an idea that can change the world, disrupt the market, deliver instant success. But the truth is, great ideas don’t arrive fully formed. They start small. Tiny. Timid. Imperfect. Messy. To grow, they nee ...