Creative director Luigi Durante founded the multidisciplinary Drogheria studio in Milan in 2015. The name translates as ‘small artisanal shop’ and the practice’s clients span art, fashion, hospitality the wine and food industries, including Martesana. A Milanese pastry shop founded in 1966, Martesana now has five shops across the city. ‘In 2022 we took part in a competition to revamp their brand identity and the design of their shops in Milan,’ explains Durante, who worked on the interiors with designer Maria Teresa Reccia and architect Marcello Silvestre.
The shop’s familiar entrance arch inspired Drogheria’s identity design. ‘The arch symbolises an invitation to enter the Martesana world,’ says Durante.
Drogheria’s brief focused on emphasising the brand’s qualities of authenticity and craftsmanship, reinventing them in a modern setting. The studio retained the brand’s traditional orange palette, complementing it with a sky blue colour that was on the signage of the first shop.
‘Packaging is good not only when it works from a visual point of view, but also when it stimulates other senses,’ says Durante. ‘That’s why we prefer Materica Kraft and recycled paper and printing techniques that enhance the tactile experience.’ Drogheria made use of Materica in Red Earth and Water shades. ‘We opted for this type of paper for its velvety feel,’ says Durante. ‘The tactility was enhanced by embossing and hot pressing.’
The studio has also played a vital role in moving Martesana towards a more eco-friendly vision, he adds, by going from plastic to paper-based packaging. ‘We also avoid using laminated paper and give much attention to its quality certifications. Sustainability is pivotal for a smart design.’