Hugo Cheung

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Background

Alessi is globally recognized as an Italian design brand known for transforming everyday household objects into meaningful artistic pieces.

The existing Alessi logo does not visually communicate the emotional, iconic, and artistic essence of the brand.

Current

Alessi is a well-known Italian design brand that turns everyday household objects into artistic pieces.

However, the current logo lacks a clear brand symbol, does not reflect iconic products like kettles, and fails to express the brand’s playful and emotional design spirit.

Insight

Current

Re – Design

Insight

After researching Alessi and studying their products, I found three important insights

Alessi’s main idea is “Everyday Art

They turn normal household items into beautiful and iconic designs. The kettle is one of their most famous and recognizable products.

Alessi’s products have emotions and personality

Many items are fun, playful, and full of character. But the current logo does not show this emotional and playful feeling.

The original typography is important to the brand

Alessi’s bold and rounded type style feels friendly and Italian. This style is part of their identity and should be kept, not replaced.

The Alessi logo blends clean design with clear brand meaning. The letter “e” is redesigned using simple shapes to represent a kettle and a wok, two iconic Alessi products. This adds personality while showing the brand’s focus on modern household design.

Preserved Typographic Heritage

The bold and rounded letterforms reflect the original identity and maintain consistency with Alessi’s design history.

Integrated Kettle Symbol

No extra illustration — completely geometry-based Fits naturally into the rhythm of the logo

Brand Color Retention

The logo uses Alessi Red, reinforcing brand equity and visual recognition.

Kettle

Wok

The Alessi logo blends clean design with clear brand meaning. The letter “e” is redesigned using simple shapes to represent a kettle and a wok, two iconic Alessi products. This adds personality while showing the brand’s focus on modern household design.

Current

Re – Design

Alessi

Social Media.

Typography

ヒラギノ角ゴ StdN W8

The typeface Word Std W8 is bold and modern, helping the logo stay professional, readable, and visually balanced with the product illustration.

Color

#EC1C24

#FFFFFF

Hi, I’m Hoi Kwan Cheung

Product & Visual Designer

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