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Los Italianos designed by Huaman

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. These were applied to business cards, packaging and signage.

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La Florentina designed by Mucho

Logotype as a window decal designed by Mucho for Barcelona based Deli restaurant and all day cafe La Florentina

Mucho were recently commissioned by the proprietors of Barcelona based deli restaurant and all day cafe La Florentina to develop a new brand identity and graphic language which would extend across their interior, signage and printed collateral.

Based around an early version of Futura with an exaggerated dot motif to reflect the idea of “small ingredients spicing up the structure”, the logotype, typography, window decals and printed collateral – which utilise a single, economical fluorescent ink across white paper – offers a distinctive counterpoint to the detail of the interior and the quirky collages of vintage photography and ingredients designed to “link the food with the ironic character the client wanted”.

The result is a great example of visual identity being led by the most important, communicative and experiential aspect of the brand. Here the quality, character and detail of the environment sets the tone, is mirrored in part by the custom elements of the typography and its bright colour but given contrast through the use of plenty of space in print.

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