Ascionemagro, a graphic design studio based in Milan, has helped Italian men’s accessories company GierreMilano restructure their tie packaging and update their visual brand. As the focal point of the branding, their design for the GierreMilano logo is a playfully illustrated lowercase letter ‘g’ that captures the action of tying a tie. This whimsical approach reflects the tradition of the company (founded in 1979) and also the humorous spirit they embody – echoing their motto of ‘a free spirit that celebrates the gesture as an expression of a state of mind’.
The studio began when graphic designers Valentina Ascione and Onofrio Magro (originally from Palermo and Naples) left Milan’s FM Studio and started working together, first as freelancers and then as business partners in Ascionemagro. Both principals have a distinct appreciation for materials and the process of production. They specialise in developing ‘strong concepts and complex identity systems for both analogue and digital media’.
GierreMilano has been a client since 2013. The new tie packaging design focuses on streamlining an earlier version of the packaging and creating something functional – a self-assembling box that is compact and easy to handle. Ascione and Magro explain: ‘We redesigned the pack thinking about linear, geometric shapes and a simpler opening system’.
To create this appealing package, Ascionemagro sought a soft, tactile and natural paper. ‘After several samplings, Materica proved to be the perfect paper for this project,’ they state.
Paper: Materica Clay 350g/m2