MACCABEI
Brand Identity
Exhibition and retail space
Art Déco e Retrò
CONCEPT
The Graphic Design project for the brand identity of “Signorina Maccabei”, developed in 2023 in collaboration with Syria Vannini, defines the visual identity of an elegant Art Déco-inspired exhibition and retail space. The brand’s main goal is to position itself as an exclusive destination for those seeking furniture, decorative objects, and unique pieces to characterise their living spaces. The concept combines a long-standing passion for antiques with a continuous pursuit of beauty, transforming a deep personal interest into a professional practice.
VISUAL CHOICES
The visual identity revolves around the character of Signorina Maccabei, imagined as a young woman who is ironic, detached from reality, passionate about art, and in constant search of the improbable. To faithfully translate this vision, we developed a strict color palette featuring Gold Yellow, Black, and Bronze. In particular, gold represents luxury, beauty, and opulence, clearly embodying the core and essential aesthetic values of the Art Déco style.
These carefully considered color choices, together with the use of metallic tones, help emphasize the strict geometric lines and decorative motifs typical of the period. To complete the brand’s aesthetic, we conducted a focused typographic study: for the logo and brand name, we selected the typeface “Rousseau Deco”, designed by Mariano Diez, while for body text we chose “Voltaire”, designed by Yvonne Schüttler. These details give the project a strong sense of formal coherence.
COMMUNICATION
To complete the visual identity, we developed the tagline “DÉCODING ’20s”, meaning “Decoding the ’20s.” The term “Déco-ding” suggests a process of discovery and interpretation, implying that objects require a form of decoding, thus introducing a subtle sense of mystery. The reference to the 1920s directly connects the space to the historical period in which Art Déco reached its peak, grounding our concept in a precise cultural context and one of strong appeal for the target audience.
