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Los Italianos designed by Huaman

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Logo designed by Huaman for Barcelona based traditional Italian food producer and retailer Los Italianos

Los Italianos is a traditional Italian food producer and retailer with three locations across Barcelona but with its roots in the Piemonte region of Italy and a significant history that dates back to 1939. Los Italianos recently commissioned Spanish design studio Huaman to develop a new brand identity that would better position them within the gourmet category, introduce an elegance and modernity whilst retaining a sense of heritage. This was achieved through the simple leveraging of familiar, high quality and traditional design cues of a script, shield and foil, and fusing these with the contemporary distinction of bold geometric shapes informed by the diversity of Italian pastas.

Logo designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

The logo utilises a common but effective set of components to establish the values of high quality, craft and experience. These include curved baselines, script, shield and a clear focus on provence, knowledge through age, and freshness. It is unmistakably traditional in its influences and appropriately utilises a long serving aesthetic that lends itself well to the conveyance of information but with modern consideration given to the use of space layout, the typesetting of characters and the rendering of the script. The script is particularly well handled, with enough loops, ligatures, swashes and flourishes and a high stroke contrast and calligraphic influence to appear proprietary, crafted and reflective of the age of the business.

These communicative details are drawn out across the packaging with the introduction of a dynamic italic, no doubt delivering a fuller narrative with regards to heritage and the craft of pasta making, the high quality associated with a gold foil and a professional kitchen white.

Icons designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

The icons, informed by the vast variety of Italian pastas, reduced down to flat geometric forms and set within a grid, is the highlight of the project, managing a contemporary playfulness without appearing childish or undermining the authentic heritage the logotype intends to establish but with a similar communicative clarity.

Design: Huaman
Opinion: Richard Baird

Icons designed by Huaman for Barcelona based traditional Italian food producer and retailer Los Italianos

Icons designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

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Logo and packaging with gold foil detail designed by Huaman for Barcelona based traditional Italian food producer and retailer Los Italianos

Logo and packaging with gold foil detail designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Logo and labels with gold foil detail designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Pattern designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Logo and business cards with gold foil detail designed by Huaman for Barcelona based traditional Italian food producer and retailer Los Italianos

Logo and signage designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Logo and signage designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Logo and signage designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Van livery designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

Van livery designed by Huaman for Barcelona based traditional Italian food producer Los Italianos

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  • https://www.behance.net/ren-rko Keerko

    Super, it works very well

  • andreabattello

    are you sure that it is Piamonte..because the Italian region is Piemonte =)

    • http://wwww.bpando.org/ Richard Baird

      It appears that Huaman or Los Italianos chose to prioritise the Spanish market over the Italian origin/authenticity. Do you think it was the wrong choice?

      • andreabattello

        yes..if you start to write something in italian like..”pasta fresca” and you want to talk about your roots, i think you should write “piemonte” =)

        • http://www.portclarendon.com/ Daniel Lignini

          @andreabattello:disqus I believe they meant “pasta fresca” in spanish as it is spelled in the same way than in italian, so there would be no mistake in writing “pasta fresca del piamonte” because it’s correct spanish

  • andreabattello

    because i know that the spanish write it like piamonte but if you write in Italian..”pasta fresca del piemonte” it’s the correct form.

  • andreabattello

    but the graphic work is super!=)

  • cosabella72

    piamonte is obviously a mispelling, Andrea. I live in the US and I see stuff like that ALL THE TIME.