The opening of Cracco in Galleria marks a significant chapter in Carlo Cracco’s illustrious culinary career. This venture ambitiously aims to reestablish the Galleria, an architectural gem since 1877, as the cultural epicenter of Milan. Covering over 1,000 square meters, Cracco in Galleria uniquely combines a café, a Michelin-starred restaurant, a wine cellar, and a private salon, becoming a vibrant hub for both locals and visitors from dawn till late night.
APART had the honor of reimagining the brand image for Chef Cracco, overseeing every aspect of this new venture, from interior design to menus, packaging, counter materials, and signage. The goal was clear: to create custom solutions that reflect the brand’s luxurious nature, paying close attention to every detail, from logotype fonts to packaging paper choice.
The visual identity of Cracco in Galleria is distinguished by its logo, radiating luxury with its gold leaf on black exterior signage. Federico Landini designed the logotype to enhance brand recognition, striking a balance between the inherent meaning of the letters and their graphical charm. The super condensed typeface symbolizes Milan’s vertical expansion and Carlo Cracco’s sophisticated culinary style, distinguished by elegance and contrast in letter thickness. The logo’s modern interpretation of classic serif triangular tips blends seamlessly with the historical Galleria Vittorio Emanuele II.
The packaging and print materials feature a color palette of moss green, electric blue, and light burgundy, reflecting the grandeur of the location and supporting a brand architecture that spans various segments, from dining to pastry to events. Custom-colored papers were developed for consistency across all materials. The graphic system is enhanced with original patterns by Richard Ginori, echoing the Galleria’s dome and aligning with the restaurant’s plate designs.
This project, led by a multidisciplinary team, struck a balance between high design standards and sustainable solutions. A close collaboration with Studio Peregalli was crucial, ensuring seamless integration of graphic and design elements, in line with the launch schedule.
Our work with Studio Peregalli, involving numerous stakeholders in brand development, was not only professionally enriching but also raised our quality standards to meet client expectations. The Cracco in Galleria project broadened our expertise in the food sector, expanding our network and deepening our technical knowledge in this field. This venture symbolizes the fusion of culinary art, brand strategy, and Milanese flair, creating more than a restaurant – a cultural landmark in Milan.
