Category: Brand Identity Logo Packaging Wayfinding
Upim (Unico Prezzo Italiano Milano) is an historical italian brand of large-scale distribution. Since 1928 Upim has accompanied millions of Italians. studio FM milano has redesigned the whole identity system starting from the logo, recovering the best known 1967 version of Tomàs Maldonado, updating its proportions and design.
Starting from the color codes that define the different product areas, the redefined empathic copywriting and the new photographic mood that aims to identify the brand with a contemporary family, portrayed in its everyday life.