Corporate identity and product design for FAES slitting and rewinding machines
Milani developed a new strategic brand positioning for FAES, a global market leader in slitting and rewinding machines. What had previously been a confusing and generic range of machines was transformed into a clearly structured product system with distinct differentiation and strong recognition.
The new "FAES profile" was consistently applied across products, website, brochures, trade fair presence, and PR, creating a coherent brand experience across all touchpoints.
Shortly after launch, "system yellow", one of the new-generation machines, received the iF Product Design Award.
Challenge: from a generic machine portfolio to a clear system
FAES operated in a highly competitive industrial market with a product range that had grown over time. The machines were technically strong but lacked a clear structure, differentiation, and recognizable identity. This made it difficult for customers to understand the portfolio, compare solutions, and identify the right machine for their needs.
The challenge was to transform a fragmented product landscape into a coherent system—one that simplifies orientation, strengthens the brand, and supports sales.
Structuring complexity through design: Corporate product language with color system
Milani developed a modular product system through an interactive engineering and design process in close collaboration with FAES. The result was a clearly structured portfolio of seven machines, each tailored to specific applications and market requirements. Instead of isolated products, the machines now form a coherent system that can be easily understood and navigated.
A key element was the development of a color-coded design system. Each machine was assigned a clearly defined color, making it immediately recognizable and easy to distinguish—visually as well as in the sales process.
Milani extended this logic to naming: instead of technical numbers, the machines were given names aligned with their color identity. This makes the portfolio more memorable and significantly facilitates consultation and sales.
At the same time, design decisions also supported production and usability. A front-mounted panel simplified access to key functions and enabled more efficient series production.
Creation of a distinctive brand identity
In addition to the products, the new FAES brand identity was consistently applied across all key communication channels, from the website and brochures to the trade fair presence and trade press. This resulted in a distinctive and coherent brand appearance with strong recognition across all touchpoints.
Result: clearer portfolio, stronger brand, and improved sales support
The new design system fundamentally changed how FAES structures, communicates, and sells its machines. Customers can now quickly understand the portfolio, compare solutions, and identify the right machine for their needs. The color system and consistent design language create orientation, strengthen recognition, and make communication in sales significantly easier.
At the same time, the unified design was implemented consistently across all brand touchpoints, from the machines themselves to communication. This resulted in a clear and cohesive brand identity.
The outcome goes beyond a purely visual update: FAES now benefits from a clear product architecture, a stronger market presence, and a structured foundation for sales and long-term brand positioning.
Milani design services
- Design for capital goods
- DNA analysis - strategic corporate positioning
- Corporate identity development (brand)
- Brochures
- Image style
- Website design
- Corporate product design
- User experience design
- Ergonomic concepts
- Trade fair booth design
