Loro Piana

A visual identity that blends tradition and innovation

We were invited by Loro Piana to support the creation of the visual identity for a five-year strategic project tied to the implementation of a new ERP (Enterprise Resource Planning) system. The goal was ambitious: to design a logo that could represent the company’s technological evolution, starting from a participatory process involving a wide range of stakeholders.

We designed and facilitated a co-design day at Sellalab in Biella, combining training moments with collaborative sessions.

Through activities aimed at building a shared language around brand identity, we guided participants in developing proposals for the naming, logo, and payoff.

Among the five concepts that emerged, two were selected for refinement — leading to the final identity: “Unique: sewing the future.”

A graphic symbol that weaves three wool threads through the eye of a needle: a visual metaphor for Loro Piana’s core business and the connection between tradition, innovation, and future vision.