Max Meroni Srl is a North Italian manufacturer of drawers and furniture, operating since 1996. Over time, the company expanded into multiple subsidiaries, resulting in a fragmented identity that diluted brand recognition and made it difficult to operate efficiently with limited resources; particularly as the business began addressing both B2B and emerging B2C markets.

Objective

To consolidate the brand under a stronger, more recognisable identity rooted in the company’s history of craftsmanship, while creating a flexible system capable of unifying multiple product lines and supporting a gradual transition toward a single, cohesive brand.

Solution

The identity began with a new logo built around two interlocking “M” forms that subtly trace the profile of a drawer, referencing both the company name and the founder’s heritage in furniture-making. Designed as a distinctive, iconic sign, the mark acts as a visual anchor across subsidiaries, allowing drawer manufacturing, bathroom furniture, and shoe racks to sit within one coherent system. The tagline “Quality and tradition from the heart of Italy” reinforces the brand’s commitment to craftsmanship and provenance.

Results

The new identity streamlined brand architecture, strengthened visibility, and clarified the company’s positioning across B2B and B2C audiences. By unifying its offerings under a single visual language, Max Meroni Srl gained greater recognition and confidence in new consumer-facing markets, supporting measured growth while preserving its legacy of Italian craftsmanship.