Alice Rebranding

Updated: Apr 3, 2019

Founded in 1992, Alice is a non-for-profit cooperative, whose mission is to build an inclusive society, that empowers individuals and supports sustainable development, through craftsmanship and ethical work practices.

The Visual Identity

The designers wanted to capture Alice’s essence, by transforming the harsh imagery associated, with prison life, into an uplifting experience for all, where personal growth and fulfillment becomes a reality. Bars become grids of dots and hues and are stitched together by Alice. They go from symbols of confinement to a manifestation of future liberty; all the while emphasizing the beauty in unity and integration, as we work towards a more sustainable future for all.

As the branding process evolved, the designers never lost sight of the people behind this initiative. Alice doesn’t just sew objects and garments. It sews partnerships, develops communities and breaks stigmas.

While looking at the philosophy of the Alice cooperative and its sub-lines, three main determining factors stood out.

First, Alice needed a visual representation that would showcase its human-centric philosophy. Inspired by the Pantone skin tone palette, the designers utilized graphical means to highlight the importance of each member of the cooperative. Taking inspiration from the Humanea project initiated by the artist Angelica Daas, each row represents a hue, as a way of presenting the individuals, who work towards Alice’s success. One-by-one, the rows appear in harmony. Furthermore, they are paired to make a bigger impact on the overall imagery, just like in the partnerships made by the cooperative.

The initial contact that we have with the new branding showcases these rows in a larger format, where the differences in tints and tones are quite noticeable. However, as the branding evolved towards the creation of the 2030.17 brand, their size is greatly reduced. The decision was made to better highlight the necessity that we all have to come together and work towards a more sustainable future. We no longer can look at ourselves as just individuals, but as part of a movement towards a greater good.

The second element that needed to be evident, when looking at the brand, was the non-for-profit cooperative nature of Alice. As such, the full circle was placed before the name. As a symbol for specifying a group of people, it represents how Alice encompasses not only the sub-lines, but also the people who make it thrive. The circle is also representative of going around a course. In this case, the course is to achieve an ethically made product, all while promoting the benefits of a circular economy, throughout the creatives industries. Furthermore, these emotions of warmth, love, comfort and togetherness are evoked by using the color red, throughout the logomark and the logotype.

The last element considered, in the rebranding process, was the typography. It was important to properly represent the brand’s dignity and its democratic approach. Staying true to the brand’s ethos required a clarity and simplicity to the typeface. It also needed to be adaptable, without any particularities or excessive ornamentation. Helvetica was selected since it best displayed these attributes.

Pro Bono Aspect/ Collaborators

Alice’s dedication to sustainability and to the cultural preservation of traditional Italian techniques and crafts were the first elements, that attracted Anna Maria Abbruzzo and Laurie Bedikian, to the brand.

It is, however, upon finding out the importance of empowering women, giving them the proper tools to be independent and successful in their lives, that resonated with them so much, that they agreed to do the project for free.

Of the 30 people employed by Alice, 25 of them are women. Most of these women were given a new lease on life, thanks to the important work done by the cooperative.

While their backgrounds differ, they found common ground when presented with this key piece of information. Women in the creative industries must create a support network, so that they can enable other women to succeed in their careers. Collaborative projects become tools towards achieving that goal. In this case, the collaboration was not only between the different fields of design, but it was also international.

Based in Montreal (Canada), both Anna Maria and Laurie are design veterans. Just like the circle placed in the logo, they were individual dots that had gone through their own courses and professional obstacles, and were now being embraced by Alice’s larger circle. Having overcome these difficulties – in large part thanks to the circle of women around them- it was their turn to give back.

To read more about Laurie Bedikian and Anna Maria Abbruzzo, please email us at

The Connecting Dot

The collaboration came together thanks to the insight and initiative of Nicola Paccagnella. As an International Relations specialist, it is on account of his professional intuition that this cultural bridging occurred. Due to his familiarity to all three parties, he quickly identified a set shared of values and initiated an introduction, between the Canadian designers and the Cooperativa Alice. His intuition proved to be right, as the three parties are proud of this collaborative effort.


Founded in 1992, Alice is a non-for-profit cooperative, whose mission is to build an inclusive society, that empowers individuals and supports sustainable development, through craftsmanship and ethical work practices.

Alice’s vision is to demonstrate how restoring someone’s dignity through work is not only a profitable business model, but also a worthy societal investment.

With the support of the Municipality of Milan and the Ministry of Justice, Alice has grown via the offered training programs and varied initiatives, developed over the years. The administrative board is comprised of highly-trained, specialists in the fields of fashion and sustainability.

The participating members, of this cooperative’s different branches, learn a trade, help in the preservation and propagation of traditional Italian craftsmanship, but most importantly, become active participants of the Italian economy, upon reentering society. Each individual’s input not only becomes pillars of the ‘Made in Italy’ brand, but also sources of its future prosperity.


Alice is comprised of 3 brands: Gatti Galeotti, Sartoria San Vittore and Socially Made in Italy.

Started in 2003, Gatti Galeotti is dedicated to the cats living in the prison garden. The brand wanted to highlight the oxymoronic situation of having these free-spirited animals (who are so difficult to put into cages) being looked after by the inmates. Offering women’s bags, backpacks, cases, makeup pouches, wallets, folders, notepads, key rings, computer cases, cd holders, etc., all of the products can be customized. The signature style of Alessandro Brevi shines throughout the range of products offered. The materials used in the production of these items all meet the principles of eco-compatibility ranging from organic cotton, jute, hemp, certified vegetable tanned leather or regenerated leather.

Representing the fashion-oriented arm of Alice, Sartoria Sanvittore began in 2007. Collaborating with fashion institutes and designers, it prides itself in creating high-quality items, in Italy. To better showcase the craftsmanship of the clothing created inside of the different laboratories, ran by the cooperative, it opened its first retail space in 2010. Under the creative leadership of Rosita Onofri, the line offers two collections a year. These items of clothing are produced for women who are comfortable in their style, who keep an eye on trends without blindly following them, but most importantly, who look to integrate pieces that will enhance their current wardrobe, without disrupting it.

Sartoria Sanvittore has also helped in the preservation of the traditional confection techniques for legal robes, by teaching the necessarily skills required for its production process.

Socially Made in Italy was founded in 2015 and brings the know-how of traditional Italian craftsmanship through ethical labour practices. Staying true to the definition of the word in itself, Socially, the production and consulting branch of Alice works in a social manner, with respect to society, by or through society. This platform creates new opportunities, not just for its members, but for all of Italy and beyond.

To read more about The Alice Team, please email us at

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Cooperativa Alice