Bold and blue

Since 2016, Florentine agency Auge Design, founded by Giorgio Natale and Davide Mosconi, has specialised in packaging and branding for a variety of clients, including Ginori 1735, a luxury porcelain tableware and home fragrance brand. Ginori 1735 came back to Auge Design for help in evolving and elevating their in-store materials.

The agency took a deep dive into the Ginori archives, which revealed a rich history dating back to 1735. Auge Design creative director Miriam Frescura says: ‘In our comprehensive research, we selected the most representative logos and reimagined them with a bolder, more contemporary stroke’. These design decisions played a pivotal role in the process of creating the packaging.

Arguably the most significant decision overall was to work with Fedrigoni to create a custom-made paper shade that exactly matched Ginori 1735’s signature blue. The process to create the bespoke paper started with a custom pulp using Sirio Rough.

Frescura explains, ‘We collaborated with Fedrigoni to carefully select a textured paper that could communicate the brand’s craftsmanship and lend a sophisticated appearance to the boxes.’ After numerous tests with various Fedrigoni papers, they chose Sirio Rough for its colour output and texture. Auge Design further enhanced the packaging with bold symbols in gold foil.

The designers decided to photograph the updated packaging within Ginori 1735’ factory, actively involving the artisans whose craft is so vital to the final products. Frescura sums up the project by saying: ‘Graciousness embodies our heritage, while audaciousness defines our interpretation.’