Creating a Distinctive Identity for Casa Ferrero’s New Headquarters

Casa Ferrero: Branding Guidelines for a New Chapter

When Ferrero decided to consolidate its operations in Luxembourg under one roof, the main goal was to create a cohesive environment that fostered a sense of belonging and strengthened its position in Luxembourg. The company envisioned the new headquarters, named Casa Ferrero, as a place that would unify the team, foster innovation, and provide a dynamic work environment reflecting Ferrero’s role as a Group HQ and its status as a top employer in Luxembourg.

MLC Consulting was tasked with developing comprehensive branding guidelines that would encapsulate these dual objectives: capturing the essence of Casa Ferrero while highlighting its commitment to both community and progress. MLC needed to reflect Ferrero’s unique organizational structure, its deeply rooted values, and the vibrant, inclusive spirit of Casa Ferrero while ensuring that the new branding would represent a cultural shift towards a technology-driven, innovative environment that embraced creativity, collaboration, and a distinct “Italian touch”.

cLIENT BACKGROUND

Ferrero, a global leader in the confectionery industry, is renowned for its iconic brands like Nutella, Ferrero Rocher, and Kinder. As the company expanded, the need arose for a central headquarters to house all Luxembourg employees in a premium location.

The new headquarters, named Casa Ferrero, was envisioned as a place that would unify the team, foster innovation, and provide a dynamic work environment that reflected Ferrero’s role as a Group HQ and strengthened its position as a top employer in Luxembourg.

cHALLENGE

When Ferrero first approached MLC Consulting, they came with a clear ambition but a complex challenge: how to encapsulate the spirit of their new headquarters, Casa Ferrero, into a unified and powerful brand identity. They arrived with a collection of images of the new building in Luxembourg and a presentation that spoke to its vision that needed to be translated into a coherent brand strategy.

At the heart of this vision was the concept of “Moving Forward.” Ferrero wanted the new headquarters to symbolize a fresh start, a place where all Luxembourg employees could come together under one roof, enhancing a sense of belonging and solidarity. The move to this new location was not just about a change of address; it was a statement of intent, reflecting Ferrero’s role as a Group HQ, its commitment to innovation, and its desire to solidify its position in Luxembourg.

MLC understood that their task was to capture all these elements and meld them into a cohesive brand identity. They needed to reflect Ferrero’s unique organizational structure, its deeply rooted values, and the vibrant, inclusive spirit of Casa Ferrero. This required more than just a logo or a color palette; it demanded a story that could resonate with every employee and visitor who stepped into the new headquarters.

EXECUTIVE SUMMARY

Ferrero consolidated its Luxembourg operations at the newly designed Casa Ferrero, aiming to transform workplace culture into a dynamic, creative hub. MLC Consulting was tasked with creating a brand identity that reflected Ferrero’s values and future ambitions. Through a strategic blend of content and design, MLC crafted a narrative for Casa Ferrero that balanced tradition and modernity, marking a new chapter for Ferrero in Luxembourg.

Challenge

Ferrero tasked MLC Consulting with creating a brand identity for Casa Ferrero that reflected its commitment to innovation, community, and the “Moving Forward” vision. The challenge was to translate Ferrero’s architectural and cultural aspirations into a brand that conveyed creativity, collaboration, and an Italian touch, reinforcing its status as a top employer in Luxembourg.

Solution

MLC Consulting immersed itself in Ferrero’s world, engaging with stakeholders to understand their goals and vision for Casa Ferrero. With these insights, MLC developed a content strategy that captured Ferrero’s spirit and future ambitions. The creative team then designed a visual identity featuring a dynamic logo, a color palette balancing heritage with modernity, and versatile typography. Every element conveyed unity and innovation, bringing Ferrero’s vision for its new headquarters to life.

RESULT

The new branding guidelines for Casa Ferrero successfully captured the essence of Ferrero’s new headquarters, embodying its philosophy of “Moving Forward.” The cohesive brand identity reinforced the company’s core values of innovation, creativity, and community, creating a consistent and recognizable presence across all internal and external communications. The new identity became more than a visual representation; it evolved into a living expression of Ferrero’s commitment to growth and innovation, strengthening its position in Luxembourg and symbolizing its forward-looking ambition.

SERVICES

#Brand Identity Development
#Content Strategy
#Corporate Branding

SOLUTION

To meet Ferrero’s ambitious vision for Casa Ferrero, MLC Consulting engaged deeply with key stakeholders to fully understand the company’s goals, values, and vision for the new headquarters. Through thoughtful consultations, MLC crafted a content strategy that went beyond traditional branding, creating a narrative that captured Ferrero’s unique spirit and future aspirations. This strategy was brought to life through a striking visual identity, featuring a dynamic logo, a balanced colour palette, and versatile typography—all designed to reflect unity, innovation, and Ferrero’s legacy in a modern, forward-looking way.

THE MLC APPROACH

MLC Consulting recognized that developing a distinctive brand identity for Casa Ferrero required more than a superficial design exercise; it was about capturing the essence of Ferrero’s vision for its new headquarters. To achieve this, the team conducted a series of in-depth consultations with key Ferrero stakeholders, actively listening and engaging in meaningful dialogue. In this way, it was possible to embark on a meticulous content strategy process, grounded in a deep understanding of Ferrero’s objectives, values, and unique culture.

Throughout the process, MLC demonstrated its capacity to listen closely to the client, understanding their needs, and translating them into a visual and narrative language that was both bold and nuanced. The team conducted iterative feedback sessions, remaining flexible and adaptive to ensure every detail of the branding aligned with Ferrero’s vision. By focusing on both the broader strategic goals and the finer details of design, MLC succeeded in giving Casa Ferrero a distinctive stamp.

THE INSIGHT

MLC Consulting quickly realized that the new headquarters was more than a building: it represented a cultural shift. It was designed to foster a technology-driven culture where employees could stay connected and informed through digital tools, promoting a dynamic and innovative environment. The new space needed to embody creativity, collaboration, and an enjoyable living space, with a distinct “Italian touch” centred around a concept reminiscent of a traditional Italian piazza.

The idea of a house as a place where employees could feel both productive and comfortable became the core of the branding effort. This inspired MLC to use the available visuals of the building to create a design concept that reflected both the physical structure and the underlying vision of unity and progress.

THE PROCESS

The MLC team carefully examined the images of the new building, and the presentation provided by Ferrero, while also engaging in multiple meetings with the client to deeply understand their needs. They firstly focused on the theme of “Moving Forward” and how it could visually manifest within the new headquarters’ branding. Starting with the wording, MLC crafted a logo that highlighted this theme, incorporating elements that conveyed movement, connection, and modernity.

Next, the team developed a comprehensive color palette and typography guidelines that would reinforce the brand’s core values: innovation, unity, and its rich Italian heritage. The guidelines included:

Official Logo and Usage: Detailed guidelines for the logo’s design elements, including specific colors and proper usage, ensure consistency and integrity across all platforms.

Brand Colour Palette: A carefully set of colors that embody Casa Ferrero’s core values are selected to be used monochromatically or in combination, with adjustments to tone as needed to create depth and emphasize the brand’s luxurious and dynamic character.

Typography: The font is chosen for its clarity, modern feel, and versatility and it ensures legibility and a consistent visual identity across various media and formats, aligning with the brand’s forward-looking and innovative ethos.

RESULTS

The final branding guidelines brought the vision of Casa Ferrero to life, capturing the essence of the new headquarters. With a bold and cohesive brand identity, the guidelines embodied Ferrero’s philosophy of “Moving Forward” while celebrating the company’s core values of innovation, creativity, and community.

This new identity provided a unifying framework for all internal and external communications, ensuring that every touchpoint with Casa Ferrero conveyed a consistent and recognizable presence. The Casa Ferrero identity emerged not just as a brand, but as a vibrant expression of Ferrero’s commitment to its people and its future in Luxembourg.

CONCLUSION

This project showcased MLC Consulting’s ability to transform abstract concepts and architectural visions into a cohesive brand narrative. Through deep listening, strategic thinking, and creative exploration, MLC distilled the essence of Casa Ferrero into a brand identity that reflected its vision. The result was a story of unity, progress, and innovation that resonated throughout the new headquarters. This branding not only strengthened Ferrero’s position in Luxembourg but also became a symbol of its journey of growth, innovation, and community. Casa Ferrero now stands as a testament to Ferrero’s legacy and its forward-looking ambition.

PROJECT OWNER

Emanuela – Junior Project Manager

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