Over the past two years, Sambonet has embarked on a rebranding journey that has consolidated its position in the tableware world – historically its core area of expertise.
Today, this evolutionary process continues with a renewed focus on the kitchenware category, seen as a natural extension of the Sambonet universe thanks to the close connection between table and kitchen. Having established its authority in table setting, the brand is now ready to bring the same attention to detail, quality, and identity to the tools designed for preparation.
Historically a leader in tableware, Sambonet has identified the need to build a narrative that, starting from its expertise in mise-en-place (the French term for the set-up mindset behind every calm, confident kitchen), creates a dialogue between the kitchen and the table. It positions Sambonet as a brand able to accompany the entire dining experience – providing a truly complete and tangible retail offering.
We asked Valentina Guatelli, Sambonet Marketing Manager, to guide us through the mise-en-place journey.
How would you summarise the objectives of the programme?
This is not a simple expansion of the ranges, but a project that redefines Sambonet’s scope of action and broadens its storytelling, while maintaining a commitment to an accessible, concrete and clearly recognisable offer.
Our rebranding, which was completed in 2024, will now be extended to the cookware range, in order to build a clear and cross-category brand identity that supports the new collection while remaining consistent with the existing ones. The visual communication of this new product segment development started with a colour palette that had historically been part of the brand, which now has over 165 years of heritage.
What is the objective and end result of the rebranding?
The kitchen therefore becomes a natural extension of what Sambonet has built over time. Its core values – design, style and know-how – belong as much to the table as to its kitchen and cookware offerings.
The same attention to detail devoted to creating products that are aesthetically refined is applied to ensuring they are also highly functional. Sambonet stays close to consumers in their everyday lives believing that striving for excellence does not require being a professional chef – it’s about having the right tools to prepare recipes and present them at their best to guests.
At the table, as in the kitchen: “The Best for Your Guest”.
CLICK HERE to read the full interview in the latest issue of Kitchenware International
See Sambonet at Ambiente Stand 12.1 – C01
www.sambonet.com/en-gb
