Fortessa Tableware Solutions has been a key player in the tableware market—commercial, retail, and rental—for over 25 years. Sticking with the company’s roots of strength and quality, this brand refresh also set out to reemphasize how each customer experiences the product.

While maintaining the original logo’s structure, I made typographic modifications so the mark would feel more balanced, reinforcing conceptual elements of the company’s foundation. A navy and darker gray pay homage the company’s origin, while pops of pool blue and bright orange bring a freshness and vibrant energy.

Product-focused, image-forward compositions with modern, yet elegant type put emphasis on the experiential aspect of the company.

MY ROLE: DESIGN & DIRECTION