From Charlie Pesti to Pesti: A Brand Built for What Comes Next

When a brand evolves its identity, it's a sign of growth — of stepping into a bigger role, a larger impact, and a clearer voice. That’s exactly what we’ve done with our rebrand from Charlie Pesti to Pesti.

What started as a founder-led initiative — with deep roots in supply chain and a passion for storytelling — has become a global consultancy supporting clients across five continents. The rebrand from Charlie Pesti to Pesti marks more than a name change. It’s a statement: we’re built to scale, lead, and grow alongside our clients and team.

Why the Rebrand?

The name "Charlie Pesti" carried legacy, personal trust, and strong founder-driven relationships. But as we’ve grown, it became clear that our identity needed to reflect something bigger — a collaborative, global force that’s no longer about one person, but about all of us.

As our founder Charlie Pesti put it:

“The name ‘Charlie Pesti’ no longer reflects the scale, impact, and collaborative strength of the company we’ve become. Pesti is a brand built to lead with purpose, inspire trust, and help our clients grow.”

The Visual Identity: Clarity Meets Depth

Our new logo is as strategic as it is symbolic. Crafted with bold geometry and clean symmetry on a precise 4x4 grid, it reflects strength, trust, and a forward-looking mindset. An upward angular cut within the design conveys momentum — the same kind of momentum we create for our clients.

One of the standout features is the green chat box — inspired by the universal speech bubble, it subtly forms the inner and outer contours of the letter “P” that embodies our mission to spark meaningful conversations that elevate market presence and drive results.

Ernesto Rinaldi, Director at creative agency 451°, who led the rebranding effort, summed it up perfectly:

“For Pesti, we crafted a visual and verbal identity that distills tradition, energy, and contemporary elegance — turning their heritage into a bold, modern brand experience.”

Building a Platform for the Future

The rebrand is about building a foundation for the future of strategic communications in an increasingly complex and connected world. Whether it’s crafting campaigns for supply chain tech companies, driving thought leadership for global events, or building media relationships that actually move the needle — we operate with a broader canvas and a deeper sense of purpose.

As Executive Director, Priyanka Ann Saini shared:

“We’re not just creating visibility — we’re building trust, one message at a time.”

Key Takeaways

• Charlie Pesti is now Pesti, reflecting our evolution into a global supply chain marketing and PR consultancy.

• The rebrand includes a new name, logo, and identity designed to symbolize growth, trust, and forward momentum.

• We remain committed to strategic storytelling and industry-specific expertise across continents.

The full Pesti brand experience — including a refreshed website — is coming soon. In the meantime, stay connected on our LinkedIn page and keep an eye out for updates as we roll out our new identity across platforms.