ARISTON THERMO

Restructuring a European heating brand

Formerly known as MTS Group, Ariston Thermo Group is one of the world’s leading companies in heating and hot water products.

The change of name and change of brand was driven by the re-organisation of the company into three market focused divisions. The Ariston name and brand equity, long associated with white goods division of Merloni, was exclusively adopted both at group level and also as the leading product brand within the group.

Our new brand essence was expressed as “The world’s partner in energy efficient comfort”. The visual style is soft and warm and reflects a human company where the emphasis is on the stories of the men behind the machines. The use of transparent red and grey bands give a sense of dynamism, movement and progression as well as alluding to the groups reputation for integrity and transparency.

Brand strategy / Visual experience / Brand film / Brand guidelines