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2022

Familia Pop // Designer's Pick

A Vibrant And Playful Proposal For A Fast-Paced Mall

Print & Collateral

Art Direction

Branding & Identity

Client   / 

Mama's Boys

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’.

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