Bugan Farina
Brand Identity
Bugan Farina is a bakery right in the centre of Bergamo, whose mission is as simple as it is provocative: to return to baking real bread, which smells of tradition, produced entirely with sourdough and only the finest flours.
The studio was involved for the visual identity project, to be declined on a vast series of supports necessary for the launch (and running) of the business: business cards, list of ingredients and allergens, information boards (e.g. bread of the day), social content, photography, etc.
Thousands of people pass through the centre of Bergamo every day: all those who work or run errands there, together with an ever-increasing number of tourists, attracted by the unique beauty of the Upper City, or by its proximity to the more attractive Milan.
Hence the need for an identity capable of communicating the same product (bread and leavened products) to 2 very different types of customers, in terms of language, habits, tastes and ways of experiencing the city. An identity that can tell the story of tradition and the relationship with the territory with a renewed and contemporary language, typical of the bakeries of the great European capitals and Nordic countries.
For the design of the logo, we were inspired by the splendid ogival arch that characterizes the place, impossible not to notice when walking along Via Sant'Alessandro. The typographic choice, on the other hand, fell on Forno, a sans serif font that departs from the severity of Swiss typefaces and recalls, through wider letters, the imagery of the signs of the past.
Alongside sage green (the only design constraint given by the client), we placed white and anthracite, to form a restricted but highly recognizable palette. The identity is completed by a few thin black lines, used to organize the contents, and a pattern derived from the bread itself, whose section was used as a stamp.
