A Monte Generoso in step with the times and with an innovative spirit

A new logo and a "unique" website, on which from 2024 it will be possible to book FMG train tickets, events, camping and restaurants

Monte Generoso: the classic blue and orange carriages of the railway
The classic blue and orange carriages of the Monte Generoso Railway, an iconic transport line in the Canton of Ticino (Photo: Red Studio)

Last October 26, in the decidedly breathtaking setting of the summit of Monte Generoso in the Canton of Ticino, a historic Swiss institution in the transport sector such as FMG announced a series of significant innovations that will affect the infrastructure and its image from multiple points of view.

The event offered a precise picture of what the company's new corporate identity will be and outlined the news relating to the reopening of its services for the 2023-2024 winter season after four years of stopping, but not only.

During the morning, in front of the press, the Monte Generoso Railway showed the fruits of its rebranding.

We are talking about a new corporate identity characterized by a new logo, which represents the entire offer of the "Monte Generoso" destination, and a new website, on which from 2024 it will be possible to book train tickets, events, camping and restaurants.

Innovation runs on the tracks of the Monte Generoso railway

Monte Generoso: an award-winning campsite on Lake Lugano
Monte Generoso has plenty to offer, including an award-winning campsite on Lake Lugano
(Photo: Red Studio)

Monica Besomi: “It is important to renew ourselves to meet the needs of a digitalized clientele”

Monica Besomi, Vice Director and Head of Marketing & Communication, said: “FMG's renewed identity is not just an aesthetic question, but is part of the company's digitalisation project”.

And yet: “The customer is placed at the center of our 'road map' and so, after in-depth market analyses, we recognized the importance of innovating, thus responding to the growing needs of an increasingly digitalized clientele. This path also led us to rework our logo, which now reflects all our services and allows us to promote ourselves as a 'Monte Generoso destination' as a whole".

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Monte Generoso: catering and typical foods are a peculiarity
Catering and typical foods are one of the additional peculiarities of the Monte Generoso Railway in the Canton of Ticino
(Photo: Red Studio)

A revisited visual identity: together the Railway, the Camping, the Bellavista Buffet and the Fiore di Pietra

The most obvious change is represented by the company's renewed visual identity.

The Ferrovia Monte Generoso logo has been completely redesigned to integrate all its four main products: the Railway, the Camping, the Bellavista Buffet and the Fiore di Pietra.

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Monte Generoso: from Capolago di Mendrisio to the summit
The Monte Generoso Railway connects the Capolago district in the municipality of Mendrisio with the peak of the same name
(Photo: Red Studio)

Alice Giambonini: “Both the 'value proposition' and the market positioning have been changed”

Alice Giambonini, Visual & Graphic Designer, who personally followed the process of creating the new visual identity, underlined how “over the last year we have worked very intensely on the rebranding of the company, with the aim of modifying its 'value proposition' and positioning on the market. Talking, therefore, exclusively about the logo is very simplistic."

This change is part of a bigger picture, in fact.

“The entire corporate identity has been rethought and redesigned, mixing creativity, strategy, objectives and emotions. All this is inevitably reflected in visual communication, which has the task of reaching straight to the minds and hearts of our customers."

Alice Giambonini has no doubts about the choice of the logo and the stylistic one: “Hence, the decision to create a logo which, in its entirety, but also through the individual icons and their colours, was able to best represent 'Monte Generoso' as a complete and sustainable destination. The logo itself also features on the company's gadgets, staff uniforms and various products.", concluded the Ticino Visual & Graphic Designer.

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Monte Generoso: 9 km armed with 800 mm narrow gauge rails
The Monte Generoso Railway is 9 km long and equipped with 800 mm narrow gauge rails
(Photo: Red Studio)

Giulio Rezzonico: “The tone of voice of our company will be more emotional, welcoming and informal”

In addition to the aesthetic metamorphosis, the rebranding of the Monte Generoso Railway has outlined a new approach to communication, which incorporates some of the elements already glimpsed in the visual identity.

Giulio Rezzonico, Media & PR Manager, highlighted how “the new way of communicating of the Monte Generoso Railway aims to establish an authentic dialogue with visitors”.

And yet: “The company's tone of voice, in fact, will be more emotional, welcoming and informal in all its communication media, such as social media, newsletters and promotions”.

“Our goal is to create a more authentic and personal connection”, the manager further clarified, “and this is why we have chosen to move away from an institutional 'tone of voice', moving towards a more inclusive and informal approach”.

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Monte Generoso: the classic blue and orange carriages of the railway
The classic blue and orange carriages of the Monte Generoso Railway, an iconic transport line in the Canton of Ticino
(Photo: Red Studio)

An ecologically responsible company for environmental conservation and respectful tourism

After the various changes, what will remain the same are sustainability and corporate social responsibility.

During the conference, Ferrovia Monte Generoso SA's commitment to environmental sustainability was reiterated, which continues to be a key pillar at a strategic level.

The FMG company, in fact, has for years been committed to operating in an ecologically responsible way, promoting initiatives for environmental conservation and sustainable tourism.

This commitment will continue in the same way, regardless of the rebranding itself.

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Monte Generoso: the chef favors Ticino ingredients and wines
The Monte Generoso chef favors local ingredients and a selection of entirely Ticino wines
(Photo: Red Studio)

Chiara Brischetto: “Being sustainable? A fundamental value projected towards even more important goals"

Chiara Brischetto, Marketing Project Manager of Ferrovia Monte Generoso, which deals with sustainability in the company, spoke about it emphatically.

“For us, sustainability is a fundamental value that guides every aspect of our actions, from the choice of suppliers to waste management, including raising awareness among our visitors”, was his comment.

“This is a principle that will not change with the rebranding, because we will continue to operate as we have done until now, aspiring to even more important goals”.

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Monte Generoso: an award-winning campsite on Lake Lugano
Monte Generoso has plenty to offer, including an award-winning campsite on Lake Lugano

From 2 December to the end of March, trains three times a day on all weekends and public holidays

After a four-year closure period, necessary for the renovation of the railway superstructure, partially coinciding with the COVID-19 epidemic, the well-known Mendrisiotto company presented the details of the reopening for the 2023-2024 winter season.

Starting from December 2nd and until the end of March, the trains of the Monte Generoso Railway will run three times a day during all weekends and public holidays.

The Fiore di Pietra Self Service restaurant and the Bellavista Buffet will also be operational during the entire cold season, welcoming guests in the aforementioned time window.

The iconic grotto of the intermediate station of the same name will also be open for Christmas lunch and New Year's Eve dinner, offering a comfortable and intimate environment.

It will also be bookable for dinners and corporate events even during the week.

“Monte Generoso is and will continue to be a destination where history, magic and natural beauty converge to create an unforgettable experience for our visitors”, was the strong message that closed the press conference.

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Synergies between train, events, camping and catering and the new identity of Monte Generoso

The historic nature route of the Monte Generoso Railway in the Canton of Ticino

The tourist attractiveness of the Monte Generoso Railway in Mendrisiotto and Lower Ceresio

Monte Generoso: a rebranding and the new logo
Il logotipo del Monte Generoso ha subito un rebranding fra treno, eventi, camping e ristorante (Illustrazione: Alice Giambonini)