Challenge
Creating a new visual and communicative language for the launch of the new Km0 "Abitzai" Sardinian ceramics collection.
Result
Art direction of the new Sardinian ceramics collection with the creation of new images and design of three catalogs.
Client
Ceramica Mediterranea
SDGs
Ceramica Mediterranea is an Italian company that produces porcelain stoneware made exclusively with raw materials extracted and processed in Sardinia by local workers.
The short extraction and processing chain allows the ceramics produced by Ceramica Mediterranea to be, in every respect, a Km0 ceramic, that is, characterized by local extraction and processing, capable of enhancing the economy and human capital of the area.
In addition to the short supply chain, Ceramica Mediterranea’s sustainability features include:
– very low water use in stoneware production thanks to a dry milling technique;
– the use of solar energy for self-consumption;
– recovery of hot air from the kilns and its use as thermal energy;
– reintegration of waste products generated back into production cycles.
The intervention of HENRY & CO. initially involved the use of Circular Design Thinking tools to identify the objectives, target, and company values. Once identified, the team proceeded to create a visual concept that would guide the art direction of the upcoming publications.
Based on the company’s input, the visual communication of Mediterranea’s Km 0 ceramics focused on the fundamental values of naturalness, earthiness, and the authenticity of the enterprise. These keywords translated into a warm and dialectal language, minimalistic, almost tribal graphics, and imagery characterized by natural light, simplicity, and rusticity, almost simulating the presence inside a natural cave, a safe and primitive niche.
The design of the catalogs also saw HENRY & CO. paying particular attention to readability: the team focused on the study of the user experience of the catalog by positioning each graphical element to improve usability and quick access to information.
