Communicating the performance
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At the centre of the new identity is a key visual, a technical, X-ray-style rendering of each appliance: dishwashers, ovens, refrigeration units, showing the internal logic that drives them. Each image communicates exactly what makes these machines exceptional. From this concept came the brand claim: The beauty of performance. A simple line that expresses both the precision of the design and the quiet confidence of how it all works.Smeg Professional is known for its reliable, high-performance appliances. What it needed was a brand framework with the same clarity. We developed a visual and verbal identity that unifies its presence across tools, channels and markets, structured, coherent, and built for consistency.