“When people look at us, they still only see a company that makes labels.”
Duesse, in the Prato textile district, has evolved from a local label producer into a strategic adviser with offices in New York and China. But its communication had stayed an era behind. We gave it a new identity and a site that tells processes and services, not only products — because in B2B being credible is not enough: you have to be verifiable. From “a company that makes labels” to a global partner, finally legible.
WHO DUESSE IS
Who Duesse is.
A company in Prato working in the design and production of labels and tags for clothing, ribbons, patches and back-neck labels. But describing it that way is exactly the problem: its offer is structured around services — design, production, encoding, logistics — with a strong promise on listening and on “made to measure”, and with a presence that is now international (offices in New York and China, advisory work for global brands).
A company doing excellent work in the Prato textile district that had completely reinvented itself, but whose image still told the starting point, not the destination.
THE CHALLENGE
A disconnect between what it is and what it looks like.
The frustration was explicit: “We have offices in New York and China, we advise international brands, but when people look at us they still only see a company that makes labels.” And: “At a trade fair we explain it in two minutes, online we could not: a piece always seemed to be missing.”
At the heart of it was a strategic disconnect: Duesse had gone through an extraordinary evolution — from production to consultancy — but its brand identity was not communicating it. It did not only need a new logo or a site: it needed to find its voice again in the international market, closing the distance between perceived image and the dynamic reality of the company — making the complexity legible without simplifying it.
WHAT WE DID
The rebrand, defined with method.
We started from Kapferer’s prism, reinterpreting the six dimensions of brand identity — physique, personality, culture, relationship, reflection, self-image — to work out what to preserve and what to evolve. From there the logo restyling, rebuilt on a grid to give it balance and versatility without losing recognizability: suited both to corporate communication and to technical applications.
And a consistent visual language, able to represent Italian heritage and the international dimension together, built around values central to the company’s strategy: innovation and sustainability. Not an aesthetic exercise, but a way of aligning the identity with the company’s real evolution.
ADAM phase: Analyze + Design
Kapferer’s Prism
Logo on a grid
Visual system
THE DESIGN CHOICE
A site organized by processes, not by products.
On the web we made a design choice before a content one: organizing the navigation and the page as a sequence of processes — Design, Production, Encoding, Logistics, through to the D-Catalogue as the operational point of contact. So the visitor understands “what happens next” while scrolling, and follows a clear customer journey: who we are → what we do → how we work → how to start working together.
There was also a hidden complexity to handle: two speeds in the same site — tailor-made “luxury” projects and high volumes for large retail with constraints on time and budget. Not two implicit sites on the same page, but one experience with micro-signals, where every section answers a different question without changing voice.
ADAM phase: Design
Architecture “by process”
Customer journey
D-Catalogue
THE VISUAL SYSTEM
Red as an accent, not as noise.
We translated the brand manual’s rules into consistent components: Duesse red as the primary identity color, alongside a scale of blacks and greys to build contrast and hierarchy without making the page “noisy”. Red became an accent for orientation — key points and calls to action — while the rest of the UI stays sober, so as not to compete with images and products.
Typography and logo rules (clear space, minimum sizes, uses not allowed) treated as design constraints, not as guidelines in a PDF. And storytelling built with proof, not with adjectives: video, still life, the production process as a demonstration linking creativity, manufacturing and quality control. On a B2B fashion site, visual balance is already a promise of precision.
THE HEART OF THE PROJECT
A B2B site that does not ask for faith.
This is the idea we are proudest of. In B2B being credible is not enough: you have to be verifiable — and verifiability comes from structure, hierarchy and proof. We worked so that every section answered a concrete question — “how do you design?”, “how do you produce?”, “how do you handle orders and deliveries?” — instead of piling up claims and superlatives.
The site does not start from a product list, but from the method, and brings out services that were previously “tucked away or untold”, despite being the heart of the company. When design stops convincing and starts showing, the commercial conversation changes tone too.
—
THE RESULTS
CLEARER, NOT ONLY PRETTIER
From supplier to partner, without having to say so.
Enquiries
More precise
no longer “do you make labels?”, but “can we develop a project with these constraints?”.
Positioning
As an adviser
seen as a strategic partner in textiles, no longer only a supplier.
Multichannel consistency
Governable
components, typography and use of color repeatable, not “held in memory”.
International relationships
Easier
the site is part of the onboarding before the first contact.