Lupo

Benelli USA approached Brandsymbol to develop a brand name for their first foray into an entirely new firearm category: bolt-action rifles. To meet their target launch date, Brandsymbol and Benelli had to develop an immediate creative strategy to provide a targeted approach on an expedited timeline. Lupo, the chosen name, is the Italian word for wolf. Being an Italian company, this fits nicely into the Benelli family because of how the local translation matches the master brand and sets the product up with a bold brand identity. 

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[8:49 AM] Jacob Lindgren