Molino Verrini Proves That Less Is More

Sometimes less really is more. For Molino Verrini, a century-old, family-run wheat mill in Italy, simplicity in design and packaging calls to light the integrity of the milling process. 

Dry Studio was contracted to recreate the brand identity for Molino Verrini. Including the original logo pays homage to the rich history of the business. Colorful, linear, and minimalist elements were added to appeal to modern design principles. This juxtaposition does well to indicate the brand's genuine ethos and mission to bring organic and quality products to the homes of both loyal, long-time and new customers alike. 

Molino Verrini is a family-owned mill in Emilia Romagna, Italy. The Verrini family chose Dry Studio to do the restyling of the logo, as well as a wider rebranding. The focus of the rebrand was to transmit the genuineness of their flours in a more consistent and contemporary way. 

The new logo recalls the original font used by the company in the 1920’s. Other elements were redesigned and adjusted to create a new balance, paying respect to various generations of millers. 

Dry Studio was also asked to design the new organic flours line. The goal was to emphasize, with simple illustrations, the care and commitment that the Verrini family puts in the choice of the grains, as well as the respect for the territory. Through the color choice and the illustration style, the goal was to achieve a natural, yet modern feeling. The packaging aimed to communicate the organic nature of the product at first sight, before discovering the ingredients are pure and whole. 

The hand, illustrated while selecting the wheat or making a pizza, recalls the human element, experience, and passion. It underlines the relation between the millers and the farmers, which is significant for a family business like Molino Verrini.