Studio8585’s identity for The Pavilia Farm finds tonal symmetry in practicality and painting
Covering everything from creative direction, design, print and photography to collateral materials, production and art direction, international creative practice Studio8585’s identity for Hong Kong-based residential project The Pavilia Farm is comprehensive, to say the least. The final result, however, is effortless in its execution, balancing the multiple touchpoints consistently and with quiet aesthetic ease.
Reflecting, embracing and building upon The Pavilia Farm’s three lifestyle pillars – ‘Wellness and Sustainability,’ ‘Innovation and Creation,’ and ‘Design and Architecture’ – Studio8585 channelled an ambient and humble approach, championing the natural world at every turn whilst also cementing its place in the contemporary residential scene. This harmony comes dutifully at the hands of its typographic and illustration combinations, leading with tailored lettering, denoting the brand’s philosophy from the get-go.
“The bespoke wordmark springs from the construction and shape of Dala Moa,” Founder & Art Director Mario Depicolzuane tells us, referring to Commerical Type’s display stencil typeface. “With added subtle detailing, including bespoke, leaf-shaped letter endings,” Depicolzuane continues, “the typeface has been transformed into a unique wordmark,” supported by Lineto’s Bradford and Ideal Sans from Hoefler & Co as the brand’s headline and secondary typefaces.
“Bradford has a functional, playful and charming feel,” he explains, using the typeface primarily for longer texts alongside Ideal Sans’ detail-oriented role. “It’s a great compliment to the other two typefaces,” Depicolzuane recalls, “and provides a clean and grounded sans serif functionality,” a pragmatism warmly counterbalanced through its organic hues and paintings, courtesy of Tokyo-based artist, illustrator and educator Tatsuro Kiuchi. “The illustration is a great way to showcase the dreamy aspects of storytelling,” Depicolzuane concludes, searching for a sense of awe and finding it in Kiuchi’s work. “Tatsuro’s meticulously crafted and beautifully textured work was the perfect choice.”