The Brand Identity

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SCCO Studio’s Dada-inspired identity for Fabbrica is deliberately illogical in its approach

With an identity influenced by the utter chaos of the world right now, Sydney-based design studio SCCO appropriately began with the equally as riotous artistic movement Dada as inspiration for their identity design for pasta shop Fabbrica – also based in Sydney.

In true modernist fashion, SCCO Studio stripped the identity down to its basics; considering how type, form, shape and colour could convey their take on Dadaism. “We used two typefaces that had the feeling of disregarding traditional forms of a typeface,” SCCO Studio Creative Director Jarmaine Stojanovic explains, choosing the futurist sans serif Telerysm Mono 2 and VOCAL’s Carrie to accompany it. 

The contrast of these typefaces is deliberately illogical, combining Telerysm Mono’s stark rigidity alongside Carrie’s warm and inviting construction. Stojanovic tells us how these two “both feel like display typefaces which again plays into us feeling the Dada movement.” These considerations and rationale also came into play through the abundance of shape and form in Fabbrica’s playful brand identity; administering the Dadaist sensibilities of ‘movement and modernity’ through unusual, irregular circles and triangles. 

Underlining the whole design is a gridded background pattern, used in both the digital space of the website and in the signage for the physical store. “The grid background was what we felt tied down its Italian heritage,” Stojanovic explains, noting that “we never wanted to imply that this is Italian through and through with the branding and wanted to keep it as honest and fun as possible.” This structural approach provides a grounding to the thread of Dadaism that runs throughout the identity, playing a more functional role for the expression of the type and shape to interact with. 

Overall the identity is an exhibition of concept and stark rationale resulting in a playful and individual brand that seems both very familiar and friendly, with its immediately traditional deli-esque aesthetic, as well as strikingly contemporary and attentive with a view on both the past and the future. It also comfortably sits next to its sister company Ragazzi, also designed by SCCO Studio, with a shared kindred spirit between the two of them. 

Ragazzi and Fabbrica are brother and sister,” Stojanovic explains, commenting on how their aim in the individual brand identities was to connect the two “almost like an extension in art movements.” Elaborating on this, Stojanovic tells us that “Ragazzi’s overall concept direction was tapping into futurism and the characteristics that you found throughout Marinetti, Russolo, Boccioni’s works.” This is then complimented with the exploration of Dadaism “and it’s anti-art approach which we found to be ironic and simply perfect for something like a pasta shop.”

Typefaces: Telerysm Mono 2 by SMeltery / Carrie by VOCAL
Photography: Buffet
Animation: @marcin_visual_

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