Client: “Un posto a Base” is the new restaurant-bar in BASE, an area of ​​6,000 square metres in Milan dedicated to innovation, art, creativity and technology.

Challenge: Developing a modern brand identity that is consistent with the history of this area, which, before BASE, was the largest plant for motors, trams and freight trains in Milan.

Strategy: We created a visual brand identity where all the key elements (the font, first of all) stress the historical memory of the building and its former industrial function. We developed the graphics through a system of icons and a layout characterised by frames that make the structure rigorous, minimalist, and highly contemporary. We worked on the colour palette to ironically warm up our choice of placing the menu on the worksheet typical of workers. And following the same logic we gave consistency to every communication aspect of “Un posto a BASE.”

Art Direction & Graphic Design: Vittorio Perotti, Giulia Zoavo