Azucena, Rebranding
The representation of an active vision of the Italian heritage was at the basis of our project for Azucena. Founded by Luigi Caccia Dominioni, Ignazio Gardella and Corrado Corradi Dell’Acqua, acquired and relaunched by B&B Italia in 2018, the brand has always been held in the highest esteem, combining formal elegance and understated luxury. Intending to preserve it as part of Italy’s rich heritage, we have expressed its timeless modernity through an articulated project, ranging from the restoration of the original logo and the creation of an identity system able to sustain its historical relevance. Alongside the graphics, we have chosen to narrate the brand through two parallel, although converging, stories, in the form of two photographic projects dedicated to the representation of the products. Independent but symbiotic, the portraits enhance both the technical aspect of Azucena and its relation with its city, Milan, in an interpretation of photographer Federico Clavarino. A coherent website was designed to explore the brand between contemporary architectures and classical scenarios, author reportages and experimental projects.