Bilboa

The new look of the Italian summer

Bilboa, an historic Italian brand, has always been a symbol of summer, the joy of sun exposure and a positive attitude deeply rooted in the collective imagination of our country. However, in recent years, this positioning had faded, losing recognition and relevance. The goal of the rebranding was to bring out the brand's true essence: Italian, sunny, colorful, direct, and genuinely positive.

LOGO: AN ICON, NOW WITH MORE CHARACTER

The logo redesign followed a meticulous approach: a detailed refinement process made up of small but meaningful adjustments. The aim was not to revolutionize, but to enhance. We preserved Bilboa’s iconic recognizability while adjusting weight, spacing, curves, and proportions to strengthen its personality and make it more contemporary, legible, and distinctive. A logo that now speaks the same brand language: clear, sunny, and authentic.

A NEW IDENTITY, A NEW LANGUAGE

We created a new brand language in which visual and verbal identities work in perfect synergy. An essential yet distinctive aesthetic, a precise enhancement of each product line - each with its own identity tied to its benefit - and an ironic and vibrant tone of voice capable of addressing even complex topics in a light, yet never superficial, way.
The result is a brand that once again stands out in the competitive landscape - recognizable and anchored in consumer memory - telling the beauty of summer... with 100% Italian style.

NAMING: WHERE STORYTELLING BEGINS

Naming was a cornerstone of the restyling process: each name was designed to encapsulate the essence of Bilboa’s identity - clear, direct, immediate, but never lacking originality. A coherent system that highlights the benefits of each product, giving voice to the unique character of every line, with a simple, memorable language and a hidden twist!