Strengthening the brand

The Italian hose manufacturer Fitt often uses the Spoga+Gafa to introduce its new product innovations to the international garden market. When CEO Alessandro Mezzalira took to the microphone at a central event on the exhibition stand in Hall 6 this year, it was to present more than new products: it was about a new brand identity and, in relation to this, a complete reorganisation of the company.
This is visibly expressed in the new logo. It consists of a winding, dynamic graphic line, which refers to the world of hoses and the initial letter F, which represents a human figure. Thus, the idea is that on the one hand, the value and central function which Fitt holds for man is portrayed, and on the other hand, the creative, but at the same time also rational character of the group is expressed.
Fitt has created the business fields Garden, Building and Industrial as part of the restructuring process. All three fields use the brand and the new logo.
The company, which sees itself as pioneer in the development of thermoplastic materials for the transportation of fluid in the consumer and corporate market, has laid out the restructuring process and the strengthening of the brand until 2023. This also includes a growth plan, which intends to further international presence by opening up new markets, starting with the USA.
This is also the context of the change in name of the two foreign trading and sales offices which were already established in their markets: Comecap, now Fitt France, and Melisse, now Fitt España y Portugal, are, from the point of view of the group, important interfaces within the main markets for the Garden business field.
Of course, Fitt also presented its products at the Spoga+Gafa, in particular the further development of Yoyo, the expandable garden hose. In this case, the focus is on the storage of the hose. Based on two market studies in Italy, France and the USA, the company has now developed three new solutions which will be available in time for the 2018 garden season.

The Yoyo Go version is provided with a closable bag in which the hose can be stored. However Yoyo Up offers a completely new kind of storage possibility. It is a versatile mount with which the hose can be stored with just one hand, so it can be…