Italian Excellence in Motion

• Laika introduces its new brand identity, centered around the claim “Italian Excellence in Motion”.
• Website, configurator and app: a fully renewed digital ecosystem.
• A consistent brand and product experience across every touchpoint, building on more than 60 years of heritage.

 
For more than 60 years, Laika has combined Italian design, craftsmanship and innovation to redefine the way people experience travel. Today, that vision is expressed with greater clarity than ever.

With the launch of the 2026/27 season, Laika unveils a completely renewed brand experience. A refined visual identity, a redesigned digital presence and a more distinctive way of communicating the brand come together to express what has always defined Laika.
This transformation is built around a new claim that captures the essence of the brand:
Italian Excellence in Motion.
The relaunch spans every aspect of the Laika brand - from its logo and digital ecosystem to the way its products are presented - with a clear goal: to deliver a consistent brand experience across every touchpoint, with a strong focus on performance, design and digital excellence.