During the Familia briefing, the client requested an ‘Italian with a twist’ brand. This direction inspired me to create a brand that would push the client out of their comfort zone (where creativity thrives) by presenting a unique and fun brand, filled with exuberantly assembled iconic elements.
Despite the client feeling more comfortable with a classic style, I still believe that a mall is the perfect place to showcase attention-grabbing colourful designs that are memorable and can even be sold as merchandise themselves.
This bold brand is cheerful and ideal for a mall environment. Passersby, particularly young people, whether waiting for a meeting or taking a lunch break from the office, seek something fun that can break the monotony of the day. Therefore, a distinctive design is essential to establish recognition.
This is my interpretation of ‘Italian with a twist’.