Pusterla 1880: a twenty-year long
collaboration with architect Meana.
Still today I remember when I presented the project for the first Pusterla brochure to him and he vehemently told me: “Ms Ferrario, this is not what I asked you to do!” And I just as vehemently answered: “I know, but this is what you need”. And that is how our collaboration began, with the first brochure combining a series of innovative printing techniques and particular types of paper, in brief, any Graphic Designer’s dream! Our collaboration also lead to an exhibition design, a second brochure, and then to the complete restyling of the brand and all its communication tools in order to create a coordinated and consistent image in line with the company’s philosophy. A leading company in the luxury packaging industry since 1880.
BRAND IDENTITY, CORPORATE, PROMOTION, BOXES, EXHIBITION, WEB DESIGN, ADV.
As far as the first brochure is concerned, I wanted to give space to the freedom of using the most disparate papers and techniques to get an impactful and sincere result: from glossy paper to embossed and natural ones for four-color printing, to the UV polishing and pantone colors. The use of “flaps” made it possible to insert 4 languages without weighing down the project. A mix between past and future with a continuous and consistent line linking up to the history of such an important company.
My intention with this project was to shed a different light on the company and highlight the people behind it and the importance of their work. I used the symbol of people’s hands to communicate the importance of manual skills and the human operation even in the large-size environment of industrial production. The goal was to make two worlds coexist, that of technology, which has become a necessary ingredient of any business today, and the human world, present in the assembly, finishing, and quality control of the product, which only human beings can truly perform. For the cover, I was inspired by Escher: both in the photography and in reality It was a bit as if Cartografica Pusterla were designing its own box. The transformation takes place precisely because you know it so well that you are able to adapt it based on the customer’s needs. Also in this brochure, I was able to use cutting-edge materials and printing techniques. A little quirk: the steel screws designed by me and turned by a specialized craftsman to bind the folded printed pages and be able to die-cut and to emboss the brochure at our pleasure.