BACKGROUND
we create unique, long-lasting projects that hit the target

A strategic mind and creative direction skills mark Roberto Bai’s professional figure. He’s been working in the Brand Design industry for more than 35 years, specializing in brand identity and consultancy designed to enhance a brand’s image and promote growth for companies, brands and institutions.

From 2005 to 2012 he was part of the vocational training staff at Istituto Marangoni Milano, as Brand Design consultant for the Academic Master in Product and Design Direction at Campus Moda in Milan.

In 2013 he was part of Istituto Marangoni Milano’ Working Team at the Design Strategic Session in Dubai to identify the profile and the educational plan for the new Design Campus, launched in 2014 in Partnership with Giulio Cappellini.

WHO
WHO
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Roberto Barile “aka Bai” was born in Milan on may 20th, 1962. In 1982 he starts his career working alongside some of the most important advertising agencies in Milan, such as Ted Bates, Leo Burnett and Saatchi & Saatchi.

These are years of intense training for Roberto, divided between agency and commission jobs. This is also the time when his artistic profile starts to take form, as well as his professional expertise.

In 1985, after a seminar at J W Thompson Italy, Roberto decides to focus on the specific professional path that will mark his future career: strategic design aimed at creating brand identity and brand image.

That’s how his first independent collaborations start. He works with several companies, such as: Benkiser, Alfa Romeo, Plasmon, Seagram, SDA Bocconi, Barilla, Prenatal, Vismara, Essilor, Guaber, Colgate Palmolive and Diego Dalla Palma’s Make-up Studio.

In 1986, he works on creating the brand design for the sunscreen line Segredo de Alfama by Make-up Studio. He takes care of the product image and works on developing their advertising campaign alongside Saatchi & Saatchi and Diego Dalla Palma.

Starting from 1989, Roberto works on a number of collaborations with various entities operating in different merchandise and social categories, thus making significant experiences both in Italy and abroad.

Today Roberto lives and works in Milan or where his job takes him. He believes that nowadays, the best way to think about a brand is to express its distinctiveness through a sustainable project.

Fria MySelf

2017

Packaging System

Biogenya

2018

Brand Design & Packaging System

Bellissima Imetec

2016

Styling Products

Istituto Marangoni

2014

New Co. Strategy

Fria Herbs

2016

Brand Design & Packaging System

Pesapersone Imetec

2015

Styling Products

Dove Intimate Care

2005
Dove Intimate Care

Packaging Restyling

Propel Aqua Fitness

2005
Propel Aqua Fitness

Packaging Harmonization

Gatorade Sport Drink

2005
Gatorade Sport Drink

Packaging Innovation

Lindor Lindt

2003
Lindor Lindt

Special Edition Packaging

Mc Cain Frozen Potatoes

2004
Mc Cain Frozen Potatoes

Packaging System

I Coloniali J&E Atkinsons

2004
I Coloniali J&E Atkinsons

Packaging Extension

Lindt Snack

2003
Lindt Snack

Packaging Design

McCain Frozen Potatoes

2003
McCain Frozen Potatoes

Packaging Design

Parmalat Snack

2003
Parmalat Snack

Packaging Design

SEE MORE

Grisbì Parmalat

2001
Grisbì Parmalat

Brand Architecture

Santa Rosa jams

2002
Santa Rosa jams

Packaging System

Colussi Group

2002
Colussi Group

Corporate Logo Design

J&B Rare Whisky

2001
J&B Rare Whisky

Special Edition Packaging

Colussi Granturchese

2001
Colussi Granturchese

Brand Architecture

Oro Saiwa

2000
Oro Saiwa

Brand Architecture

Lipton Book

2000
Lipton Book

Sales Book

Danone Vitasnella mineral water

2000
Danone Vitasnella mineral water

Shape & Packaging Design

Lindt Easter recipes

2000
Lindt Easter recipes

Packaging System

Wella Recrin

1999
Wella Recrin

Packaging System

Saiwa - Vitasnella

1998
Saiwa - Vitasnella

Brand Architecture

Neo Sanogyl

1999
Neo Sanogyl

Packaging System

Oro Saiwa

1998
Oro Saiwa

Commemorative Packaging

Girmi

1997
Girmi

Corporate Logo Design

Boario mineral water

1998
Boario mineral water

Shape & Packaging Design

Gilera

1996
Gilera

Brand Logo Design

Maya margarine

1997
Maya margarine

Packaging Design

Denim After Shave

1997
Denim After Shave

Packaging Restyling

Mayò Calvé

1995
Mayò Calvé

Naming & Packaging Design

Galliano liqueur

1996
Galliano liqueur

Centenary Packaging

Premium Saiwa

1996
Premium Saiwa

Packaging System

Mentadent Tonic

1990
Mentadent Tonic

Product Innovation

Mentadent Micro-Granuli

1993
Mentadent Micro-Granuli

Packaging Innovation

Calvé mayonnaise

1995
Calvé mayonnaise

Packaging Restyling