Poster

From the Cavern to the Moon / Dalla caverna alla luna is an exhibition shown at Center for Contemporary Art Luigi Pecci in 2017. Conceived and curated by Stefano Pezzato, it illustrates the contemporary art heritage collected by the museum during last three decades. The accompanying bilingual catalog was designed by Studio Moretti Visani using BC Liguria.

From publisher SilvanaEditoriale:

Since it opened in 1988, the Luigi Pecci Centre for Contemporary Art has pursued the collection and expansion of a “permanent collection”: a non-exhaustive but significant summary of the art of the last half century, marked in particular by the variety of genres and the heterogeneity of the forms and materials typical of the postmodern artistic research around which the collection centres. The collection is mainly comprised of sculptural works, large sculptures, installations and environments, paintings, photographic works and videos, created from the 1950s up to the present day.
As a whole, these works form the first public patrimony of topical artistic works in a region such as Tuscany, which is careful to encourage artistic developments and is active in promoting innovative cultural experiences such as contemporary art in Prato.

Magazine ad

Exhibition titles

Catalog cover

Unto (meaning greasy or oily in Tuscan slang) is a small Italian organic olive oil brand and producer with a local, ecological focus, on a mission to revitalise ancient abandoned fields in rural Tuscany. Aimed at a young, mid- to high-end food conscious crowd, Unto aims to establish a reputation through specialised shops, delis, and restaurants in London, while selling direct-to-consumer internationally through a webshop and social media.

To launch their brand and gain traction, Unto were looking for a bold identity that would be equally eye-catching and recognisable on the shop shelf as on the Instagram feed, and which would reflect their unique, hands-on approach.

As the brand and product launched simultaneously on a small budget, we devised a set of graphic elements applicable to all platforms and surfaces – a kit of bold, impactful parts: wordmark, story graphic, and an illustration of two olives doubling as eyes. Crude typography based on metal type is used together with overprinting spot colours to create the right atmosphere.

The kit-of-parts approach helped establish brand recognition from the start, with the bottle as main identity application, as well as website and Instagram. The spaghetti western-inspired aesthetic playfully reflects the brand's rural focus, and the honest, thoughtful use of materials and print (two-colour offset and screen print) create an honest, tactile, standout product in the category, with its oversized olive-eyes peeking out from the shelves.

To generate campaign and advertising imagery, we supplied the Unto harvesting team with a bag of disposable cameras – which they continue to enthusiastically use, giving the audience a unique look into the workings of the business, through images with the perfect, low-fidelity film quality.

Homepage (detail)

Homepage (detail)

Homepage (detail)

Homepage (detail)

With seven large-format, hand-woven carpets the artist Linde Burkhardt interprets the lifestyle and the culture of the Etruscans. These carpets are presented in the exhibition The Joys of the Etruscans at the Museum August Kestner and supplemented with original objects of Etruscan art and culture.

As an alternative to a classic museum catalog, we collaborated with curator Dr. Anne-Viola Siebert and developed the concept for Toska magazine. Mixed with the reprographics of the exhibits there is a wide variety of articles dealing with the Etruscan culture of life: cultural history texts as well as Etruscan recipes or current travel reports from Tuscany. This creates a connection between the past “dead” history of the Etruscans and current science, art, and culture. This idea is also supported by the design.

Based on the flashed look of fashion and lifestyle magazines, we set up a photo shoot for the cover design of Toska with the exhibits in a new contextualization outside of showcases and pedestals and in relation to casual everyday situations. The seven carpets by Linde Burkhardt are presented as a practical format in an inserted brochure.

The “TOSKA” wordmark on the cover uses Avara Bold. All text is set in ABC Prophet, in roman and italic styles.