Fater
People first
Fater was founded in 1958 in Pescara by Francesco Angelini. Since 1992, it has been a 50/50 joint venture between Angelini Industries and Procter & Gamble. The company operates in the market for personal absorbent products in Italy, and for fabric and household cleaning products in Italy and 38 other countries worldwide.
Fater aims to contribute with a sense of kindness to the well-being of people in every aspect of its activities. This vocation is highlighted by the pay-off “People first,” which Inarea used as the starting point to design the company’s new identity.
The concept behind the brand identity is one of harmony and collaboration. This idea is already reflected in the logo, where the interplay of colors and custom-designed letters on a single module convey a sense of harmony: each element retains its own character, creating a community. “People first” represents a collective of individuals, but the approach and care for each one are unique and irreplaceable.
The font used to design the name was created with the goal of conveying a sense of compactness, equality, and softness through the fluidity of shapes and the creation of identical elements: the “t” is simply a rotated and mirrored “f,” and the “r” is formed from the same letters. The “a” and “e” are also identical. The colors are inspired by Fater’s product brands; their distinctiveness, yet harmonious variations, emphasize openness to diversity.
The letters of the logo are the generating elements of Fater’s textures, from which a new brand language emerges—distinctive, recognizable, and flexible across various areas of application.
A way to express the company’s vision for the future: inclusion and interconnectedness.
