Post by Synesia | Branding & Naming

1979. The name Esselunga arose from a description of the logo of the first Italian supermarket chain opened in Milan in 1957. Generically called Supermarket, the upper part of the 'S', stylised by graphic designer Max Huber, stretched out over the entire word. The company slogan was a playful "Long S, short prices". Its success led to a name change to Esselunga (Long S in Italian) in 1979, becoming an international model of best practices under the leadership of Bernardo Caprotti. #brandnamestories #synesia #brandname #esselunga #supermarket #store #brandnaming #namestories #brand #naming #name #branding #nameorigin #brandidentity