Founded in 1893, the Italian company Becchis Osiride is a leader on the European market of acoustic materials for the car industry, home appliances and a variety of industrial sectors. Like most Italian brands that defy time, Becchis Osiride is a family-run business where the love for heritage is artfully integrated with a constant need for innovation.

For their first rebranding in more than 30 years, we aimed to convey the brand’s legacy while showing how the business has adapted to change, keeping abreast of the latest technologies and staying relevant in a dynamic market.

We started by uncovering insights that would reveal the “yet unseen” personality of the brand”. Looking to get a profound understanding of Becchis Osiride’s trajectory over time, we engaged the stakeholders in a participatory workshop.

This involved mapping out a series of hands-on, branding exercises that saw the stakeholders creating mood-boards to express the feeling they wanted the logo to portray, or represent the words they thought describe their brand best, such as “legacy” or “forward”.

Thanks to the high level of engagement significant insights were uncovered and distilled into a new brand identity that retains the quintessentially Italian spirit and the forward-looking mentality of Becchis Osiride.