Cracco
An Identity Shaped by Architecture and Milanese Heritage
When Carlo Cracco opened his five-floor venue in Milan’s Galleria Vittorio Emanuele II, its identity needed to connect historic architecture with a range of hospitality experiences. Working alongside Studio Peregalli, we developed a typographic and material language extending from the monumental façade to the smallest details of the guest experience.
On 21 February 2018, Carlo Cracco inaugurated Cracco in Galleria, bringing together a café and bistrot, fine dining restaurant, fumoir, wine shop and private events space. Designed to accommodate different occasions throughout the day, the venue unfolds across interiors inspired by nineteenth-century Milanese architecture. Our work focused on the relationship between this architectural setting and Cracco’s contemporary approach to hospitality.
The variety of spaces called for a flexible visual language. We defined a palette of moss green, burgundy and electric blue, allowing each area and its communications to express a different character while maintaining typographic consistency. On the façade, gold-leaf lettering against black responds to the Galleria’s historic architecture. Menus, counter communications and internal signage extend the same graphic discipline throughout the venue.
Materiality was equally important. For the pâtisserie and takeaway offer, we designed around a dozen packaging formats in paper and tin, from cake boxes to gift packs. Embossed coloured papers, gold finishes and geometric contrasts give these objects a distinctive tactile quality. We also developed custom patterns and material treatments for counters and interior details.
The project brought together visual identity, logotype development, brand guidelines, packaging and menu design in a coherent system spanning the venue’s different activities. Ongoing collaboration with the architects ensured that typography, colour and materials remained closely connected to the architecture, from exterior signage to printed menus and pâtisserie packaging.
IN BRIEF
Visual Identity
Custom Typography
Packaging
CREDITS
Type Design: Federico Landini
Photo: Mattia Maestri
When Carlo Cracco opened his five-floor venue in Milan’s Galleria Vittorio Emanuele II, its identity needed to connect historic architecture with a range of hospitality experiences. Working alongside Studio Peregalli, we developed a typographic and material language extending from the monumental façade to the smallest details of the guest experience.
On 21 February 2018, Carlo Cracco inaugurated Cracco in Galleria, bringing together a café and bistrot, fine dining restaurant, fumoir, wine shop and private events space. Designed to accommodate different occasions throughout the day, the venue unfolds across interiors inspired by nineteenth-century Milanese architecture. Our work focused on the relationship between this architectural setting and Cracco’s contemporary approach to hospitality.
The variety of spaces called for a flexible visual language. We defined a palette of moss green, burgundy and electric blue, allowing each area and its communications to express a different character while maintaining typographic consistency. On the façade, gold-leaf lettering against black responds to the Galleria’s historic architecture. Menus, counter communications and internal signage extend the same graphic discipline throughout the venue.
Materiality was equally important. For the pâtisserie and takeaway offer, we designed around a dozen packaging formats in paper and tin, from cake boxes to gift packs. Embossed coloured papers, gold finishes and geometric contrasts give these objects a distinctive tactile quality. We also developed custom patterns and material treatments for counters and interior details.
The project brought together visual identity, logotype development, brand guidelines, packaging and menu design in a coherent system spanning the venue’s different activities. Ongoing collaboration with the architects ensured that typography, colour and materials remained closely connected to the architecture, from exterior signage to printed menus and pâtisserie packaging.
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