(Alliance News) - Elica Spa announced Thursday a rebranded brand identity and an investment of more than EUR40 million over 3 years.

As the company explained in a note, the rebranding strategy is articulated in a new logo that inherits the essence and solidity of Elica's first brand identity while evolving it into a high-impact, future-oriented visual element. "Through a new color palette and the absolute rigor of shapes, Elica wants to tell its story with a unique and identifying presence, capable of synthesizing the values of creativity, design and innovation."

The new pay-off Extraordinary Cooking takes the company out of its usual contexts to embrace the extraordinary. It points to the attitude of thinking outside the box to create beauty and value, anticipating market trends and igniting new ideas, opportunities and experimentation every day, the note further reads.

Among the novelties of 2024 Elica has also signed a sponsorship with Ducati Corse, a reality with which it shares the pursuit of excellence, a genuine spirit of innovation and the ambition to challenge the ordinary, successfully. "An operation that allows the brand to reach a global and growing audience, thanks to the visibility on the fairing of the bike and on the suits of Bastianini and Bagnaia in the MotoGP 2024 championship."

"After the first 50 years oriented to the world of aspiration, in which we won the trust of stakeholders and customers, we decided to reinvent our business by entering the world of cooking. The journey began in 2016 with the launch of the NikolaTesla suction hobs and is now consolidated with even more cutting-edge strategies and products," commented Elica President Francesco Casoli.

"Our historical attitude to challenge the ordinary has led us to put ourselves back in the game, with the goal of becoming a reference player in the industry. Once again we bring to the market beautiful, functional and easy-to-use solutions driven by creativity, technological innovation, design. And by an industry of Italian know-how that remains an important added value, highly appreciated globally."

Elica trades in the green by 0.8 percent at EUR1.87 per share.

By Claudia Cavaliere, Alliance News reporter

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