Brand Identity Design
Milan, Italy 2018
Project Background
Antique Shop in Italy
Antichità Vietti continues the family business that began in 1971 with specialization in antique majolica and collector's items. The owner is an expert of the Court of Parma and of the Chamber of Commerce of Parma.
With a commitment to innovation, reliability, and customer satisfaction, Profil Steelindo serves both domestic and international markets, reinforcing Indonesia’s growing steel industry. Leveraging advanced technology and stringent quality control, the company ensures superior product performance, meeting industry standards and client expectations.
New Design Challange
A prestigious antique shop in Borgo Val di Taro, Italy, owned and curated by Stefano Vietti. Specializing in rare European antiquities, the shop embodies a deep appreciation for heritage, speciality in CERAMIC from EUROPE , and timeless beauty.
Timeless Elegance Rooted in History
Current Design
The Brand
The brand identity for Antichità Vietti was designed to reflect the soul of the shop—where history meets artistry. Drawing inspiration from classic Italian typography, vintage insignias, and the rustic charm of Borgo Val di Taro, the visual system balances old-world sophistication with modern clarity.
The Current Design Description :
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Logo: The owner just put a random ceramic plate print from the most seller item.
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Color Palette: Warm neutrals (ivory, aged parchment) and deep burgundy nod to traditional Italian craftsmanship and patina-rich antiques.
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Typography: A mix of high-contrast serif fonts (for authority) and delicate script accents (for artisanal charm).
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Collateral: Business cards, packaging, and signage feature textured paper stocks, foil stamping, and subtle embossing—mimicking the tactile richness of antique artifacts.
The Objective
Key Elements
Transform the brand’s classic and intricate identity into a modern aesthetic that respects its heritage. By merging traditional aspects with contemporary style, we deliver a fresh and appealing experience for today’s discerning clientele.
Redesign the brand’s visual identity to reflect its timeless sophistication while ensuring practicality for modern use—bridging the past and present.
Key Elements:
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Logo: A refined serif monogram combines Stefano Vietti’s initials ("V") with subtle ornamental flourishes, evoking the elegance of antique engravings.
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Color Palette: Warm neutrals and pop-up colors to balancing era (Green forrest, aged parchment) and deep France Grey to white to opposite from traditional (modern) the craftsmanship and patina-rich antiques.
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Typography: A mix of high-contrast serif fonts (for authority) and delicate script accents (for artisanal charm).
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Collateral: Business cards, packaging, and signage feature textured paper stocks, foil stamping, and subtle embossing—mimicking the tactile richness of antique artifacts.
Design Concept
To consider (if applicable):
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Mood Board: Show vintage Italian shopfronts, handwritten ledgers, gilded frames and ceramic pattern.
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Patterns/Icons: Incorporate motifs like fleur-de-lis, Art Nouveau and Art Deco, and related to architectural linework for secondary branding.
"Honoring the past, designed for the future."
Design Process into Digital
Deliverables & Design Details:
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Logo Design
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A custom serif monogram ("V") inspired by vintage Italian typography, paired with a clean wordmark for versatility.
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Subtle engraving-like details nod to antique craftsmanship illustration from the archived.
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Business Card
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Material: Thick, cotton-based paper with soft-textured finish (mimicking aged parchment).
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Printing: Letterpress for the logo + blind debossed border for tactile luxury.
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Color Palette: Deep Green and Grey to monochromatic white, with gold natural accents for a touch of opulence.
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Packaging
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A Tote bag with a minimalist logo stamp and pattern monogram.
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Interior lined with custom tissue paper featuring a fleur-de-lis pattern in muted tones.
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Twine-sealed thank-you cards with Stefano’s handwritten-style signature.
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Color pallet
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066356
145247
91AFAA
969696
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Typography
Typography for Brand
LATO
LATO
Lato
Typography for Business Card
ANTIC DIDONE
Antic Didone
LOGO
Business Card
Pattern
Packaging
Final Deliverables
Design Process & Deliverables
1. Logo Redesign
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From: Traditional serif with heavy embellishments
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To: A sleek, custom sans-serif logotype with subtle vintage inspiration.
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Key Feature: A minimalist symbol of an antique key or gilded frame (nod to their artifacts) integrated into the letterforms for memorability.
2. Business Card
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Old: Ornate, textured, dark tones
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New: Crisp, modern layout with asymmetrical elegance—featuring:
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Material: Smooth, matte-finish cardstock with spot UV on the logo.
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Illustration: A delicate line-art engraving of an iconic antique piece (e.g., a vase or clock) in metallic silver.
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Typography: A refined mix of a geometric sans-serif (modernity) and a thin serif (heritage).
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3. Packaging
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Old: Traditional kraft with heavy foil stamping
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New: Understated luxury with:
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Clean, rigid boxes in muted earth tones (taupe, soft black).
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Debossed logo + a minimalist illustration of an antique object (e.g., a chair or mirror) on the lid.
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Interior: Recycled velvet-lined compartments with a die-cut thank-you card featuring a micro-illustration of Borgo Val di Taro’s skyline.
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4. Color Palette:
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Legacy Retained: Deep greens and warm ivories (echoing Italian patinas).
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Modern Twist: Softened with neutral grays and muted gold foil for sophistication.
Result: A harmonious balance of old and new—where contemporary design meets the soul of antiquity.
Future Development
Website/Instagram: Mention if the identity extends to digital (Events news, gallery-like grid for social media).
E-commerce for ANTICHITA VIETTI https://www.proantic.com/en/galerie/antichita-vietti/