Collection of Work
MMXVIII
Nulla tenaci invia est via Alber to Troni GarcĂa
Copyright Š 2018 by Alberto Troni. All rights reserved. No part of this publication can be reproduced without express written permission of the publisher.
To Vanda
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
TA B L E O F C O N T E N T S
009
Sadhu Dispensary
035
Pasta Cookbook
051
Kenya Airways
073
Beluga Vodka
087
Muzeums Mobile App
101
Emojified Conference
117
FCA Sponsored Project
151
Ético Supermarket
009
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Project
I
Enlightened Cultivated Experienced
Sadhu Dispensary
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Sadhu is a cannabis dispensary born to satisfy the most demanding customers, that not only are looking for the best strains, but also for a unique shopping experience.
CL ASS
SEMESTER
Branding 1
Spring 16
Packaging 1 INSTRUCTORS
DISCIPLINE
David Scott
Branding
Beau Monroe
Packaging
FEATURED Spring Show 16
PROJECT I
SADHU DISPENSARY
013
KEY WORDS Spiritual Premium Indian Tradition Refined
B AC KG R O U N D
A P P R OAC H
Inspired by the rich, heady tradition of transcendental Sadhu monks and India's breadth of culture, Sadhu is a premium fictional cannabis dispensary located in California. Offering a wide array of indulgent products, from potent flowers to medicinal chocolates, Sadhu is an enlighted experience. Starting with the objective of removing the stigmatization on cannabis, I decided to create a contemporary and exclusive lifestyle brand made to attract discerning customers. Sadhu draws from nature, traditional objects and symbols, refining these familiar elements into a new manifestation of meditative values. The logo is a combination of Ganesh's symbol and a custom-made wordmark to recall the style of the traditional Hindu scriptures.
ALBERTO TRONI
PRIMARY T YPE
Aa S E C O N DA R Y T Y P E
Aa
NULL A TENACI INVIA EST VIA
Gotham ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
Chronicle ABCDEFGHIJKLMNOPQRS TU V W XYZabcdefghijklmn opqrstuv wxyz0123456789
PRIMARY COLOR
C6 M40 Y56 K0
S E C O N DA R Y C O L O R
S E C O N DA R Y C O L O R
C14 M10 Y11 K0
C0 M0 Y0 K100
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
017
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
021
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
023
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
025
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
031
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
033
ALBERTO TRONI
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PROJECT I
SADHU DISPENSARY
035
ALBERTO TRONI
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Project
II
Crafted Devoured Revered
Pasta Cookbook
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
This cookbook explores the regional differences and diverse cultural ties of the various pastas of Italy. Landscapes, traditions, and unique ingredients create recipes that characterize the rich diversity of a cuisine celebrated worldwide.
CL ASS
SEMESTER
Typography 3
Fall 17
INSTRUCTOR
DISCIPLINE
Ariel Grey
Editorial Design
PROJECT II
PA S TA C O O K B O O K
041
KEY WORDS Tradition Italian Elegant Land
B AC KG R O U N D
Italian cuisine is characterized by its simplicity. Italian cooks rely chiefly on the quality of the ingredients rather than on elaborate preparation. Pasta, vegetables, olive oil and fish are a major part of the Italian cuisine. Pasta is a staple food of traditional Italian cuisine.
A P P R OAC H
This project was meant to produce a unique cookbook, elegantly presenting the regional importance of traditional dishes. It was my goal to lead the reader's senses through an emotional and visual journey of the diverse regions of Italy, highlighting the many regional variations of pasta.
ALBERTO TRONI
D I S P L AY T Y P E
Aa D I S P L AY T Y P E
Aa B O DY C O P Y T Y P E
Aa
NULL A TENACI INVIA EST VIA
Mercury ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuv wxyz0123456789
Whitney HTF ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
Sentinel ABCDEFGHIJKLMNOPQRS TUV WXYZabcdefghijklmn opqrstuvwxyz0123456789
043
ALBERTO TRONI
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PROJECT II
PA S TA C O O K B O O K
045
ALBERTO TRONI
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PROJECT II
PA S TA C O O K B O O K
047
ALBERTO TRONI
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PROJECT II
PA S TA C O O K B O O K
051
ALBERTO TRONI
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PROJECT II
PA S TA C O O K B O O K
053
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Project
III
Connected Rooted Streamlined
Kenya Airways
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Kenya Airways deserved a complete visual overhaul, inspired by one of the world's richest heritages. Modern and traditional elements showcase a fresh take, inspired by the immense pride felt throughout the country.
CL ASS
SEMESTER
Branding 1
Spring 16
INSTRUCTOR
DISCIPLINE
David Scott
Branding
PROJECT III
K E N YA A I R WAYS
057
KEY WORDS Modern Nature Heritage Tribe
B AC KG R O U N D
A P P R OAC H
Kenya Airways has a long history as one of the most reliable and trustworthy African carriers, operating an extensive network of regional services within Kenya and Africa as well as flights to Asia, the Middle East and Europe. Kenya Airways provides an international service to be proud of, while actively contributing to the sustainable development of Africa. In order to highlight Kenya's vibrant history, I have decided to refresh Kenya Airways identity with a radical and complete rebrand. In homage to Kenya's rich traditional history and design, I reimagined complex visual elements of tribal cultures into modern minimal motifs. The logo is a modern interpretation of the Maasai shield, accented in a unique green, in bright contrast to traditional competitors.
ALBERTO TRONI
PRIMARY T YPE
NULL A TENACI INVIA EST VIA
Qanelas Soft
Aa
TUVWXYZabcdefghijklmn
S E C O N DA R Y T Y P E
Qanelas
Aa
ABCDEFGHIJKLMNOPQRS opqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
PRIMARY COLOR
C63 M0 Y100 K0
S E C O N DA R Y C O L O R
S E C O N DA R Y C O L O R
C0 M0 Y0 K0
C0 M0 Y0 K100
ALBERTO TRONI
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PROJECT III
K E N YA A I R WAYS
061
ALBERTO TRONI
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PROJECT III
K E N YA A I R WAYS
063
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PROJECT III
K E N YA A I R WAYS
067
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PROJECT III
K E N YA A I R WAYS
069
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PROJECT III
K E N YA A I R WAYS
071
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PROJECT III
K E N YA A I R WAYS
073
ALBERTO TRONI
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PROJECT III
K E N YA A I R WAYS
075
ALBERTO TRONI
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Project
IV
Chosen Distilled Quaffed
Beluga Vodka
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Created in the heart of Siberia, one of the most environmentally pristine areas of Russia, Beluga Vodka is the ultimate drinking experience.
CL ASS
SEMESTER
Packaging 2
Fall 16
INSTRUCTOR
DISCIPLINE
Tom McNulty
Packaging
FEATURED Winter Show 16
PROJECT IV
B E L U G A VO D K A
079
KEY WORDS Premium Royal Art Deco Pure
B AC KG R O U N D
A P P R OAC H
Thanks to its aristocratic origins and idyllic quality, Beluga Noble is a world-renowned Russian vodka. Beluga has claimed its rightful place in the global culture of consuming satisfying spirits. Beluga is only crafted to perfection. In order to carry the strong heritage of Beluga, I have maintained its original and iconic identity. Inspired by Russian royalty and Art Deco, I have created limited-edition packaging that reflects the extreme quality of the final product. The monolithic structure was first designed in 3D, then constructed with advanced techniques to display the luxury of Beluga's Russian noble heritage.
ALBERTO TRONI
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PROJECT IV
B E L U G A VO D K A
081
ALBERTO TRONI
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PROJECT IV
B E L U G A VO D K A
083
ALBERTO TRONI
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PROJECT IV
B E L U G A VO D K A
087
ALBERTO TRONI
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ALBERTO TRONI
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Project
V
Discover Learn Reference
Muzeums Mobile App
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Muzeums is a polyvalent mobile app that frees visitors from obsolete and traditional audioguides. It provides an immersive experience inside any museum, allowing users to learn more from each art piece.
CL ASS
SEMESTER
Graphic Design 3
Fall 17
INSTRUCTOR
DISCIPLINE
Walmiki Setlur
UI/UX
PROJECT V
M UZ E U M S M O B I L E A P P
093
KEY WORDS Polyvalent Intuitive Informative Engaging
B AC KG R O U N D
Muzeums is a new mobile app designed to maximize the learning experience of any museum, by understanding the audience's needs. This app will allow you to scan artworks to access an in-depth description and history of the piece, which can be played directly to your headphones.
A P P R OAC H
In order to adapt to different museums and exhibitions around the world, the design structure of the app needed to be clean and simple. The design focuses on the informative aspects of the artworks by displaying charts, summaries and text in an elegant and comprehensible way. Muzeums absorbs the user into a journey of self-discovery.
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
PROJECT V
M UZ E U M S M O B I L E A P P
095
ALBERTO TRONI
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PROJECT V
M UZ E U M S M O B I L E A P P
097
ALBERTO TRONI
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ALBERTO TRONI
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PROJECT V
M UZ E U M S M O B I L E A P P
0101
ALBERTO TRONI
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0103
ALBERTO TRONI
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Project
VI
Explored Communicated Reinvented
Emojified Conference
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Emojified is a conference exploring the phenomenon of the emoji as the future of digital communication. This project travels back to the roots of pictographic language, analyzing its past, present and future.
CL ASS
SEMESTER
Typography 4
Spring 18
INSTRUCTOR
DISCIPLINE
Ariel Grey
Editorial Design Print Design
PROJECT VI
E M O J I FI E D C O N F E R E N C E
107
KEY WORDS Conceptual Experimental Artistic Informative
B AC KG R O U N D
A P P R OAC H
Emojified is a conceptual typographic conference about the future of digital communication. Emoji are a pervasive social phenomenon and modern language that can be rooted thousands of years back to the Egyptian hieroglyphs. The main concept was to visually interpret how emoji have changed the way we express and convey emotion. The book breaks down the modern emoji phenomenon by appropriating elements of the digital meme culture. I explored how written communication has evolved since ancient Egypt, by looking back to emoji's origins, while exploring the possibilities for the future of digital communication.
ALBERTO TRONI
D I S P L AY T Y P E
Aa B O DY C O P Y T Y P E
NULL A TENACI INVIA EST VIA
GT America Extended ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
GT America
Aa
TUVWXYZabcdefghijklmn
B O DY C O P Y T Y P E
Calluna
Aa
ABCDEFGHIJKLMNOPQRS opqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRS TUV WXYZabcdefghijklmn opqrstuvwxyz0123456789
ALBERTO TRONI
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PROJECT VI
E M O J I FI E D C O N F E R E N C E
111
ALBERTO TRONI
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PROJECT VI
E M O J I FI E D C O N F E R E N C E
113
ALBERTO TRONI
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PROJECT VI
E M O J I FI E D C O N F E R E N C E
115
ALBERTO TRONI
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PROJECT VI
E M O J I FI E D C O N F E R E N C E
117
ALBERTO TRONI
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Project
VII
Shaped Progressed Designed
FCA Sponsored Project
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Fiat Chrysler Automobiles embarked on the creation of six unprecedented concepts capable of projecting the legacy of Alfa Romeo and Maserati into 2030. We broke the mold.
CL ASS
SEMESTER
FCA Corporate
Spring 18
Sponsored Project DISCIPLINE INSTRUCTOR
Creative Direction
Akino Tsuchiya
Exhibition Design
C. Dallendoerfer
Editorial Design
DESIGN TEAM
FEATURED
Johan Boman
Pebble Beach 18
Michael Dern
Academy Art U News
Jordin Riley
PROJECT VII
B AC KG R O U N D
A P P R OAC H
F C A S P O N S O R E D P R O J EC T
123
Fiat Chrysler Automobiles (FCA) sponsored the design of a line of two-seat vehicles embodying the respective brand values for Alfa Romeo and Maserati. This group effort featured a collaboration between six different disciplines, culminating in a project presented at Monterey’s Pebble Beach Concours d’Elegance 2018. The graphic design team was responsible for research, development and the evolution of Alfa Romeo and Maserati, projecting them into 2030. We created detailed moodboards, studied new typefaces and color palettes, and designed bespoke wordmarks. This culminated in an exhibition that showcased six model cars and the efforts of the class. This entire process was documented and compiled in a double-sided coffee table book.
ALBERTO TRONI
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
125
PROJECT VII
F C A S P O N S O R E D P R O J EC T
127
ALBERTO TRONI
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
129
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IDEATION
Week 1 Week 2 Week 3 Week 4
PROJECT VII
FINAL DESIGN
F C A S P O N S O R E D P R O J EC T
131
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F C A S P O N S O R E D P R O J EC T
135
ENTRY
ALFA ROMEO EXHIBITION SPACE
ALBERTO TRONI
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
139
ALBERTO TRONI
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ALBERTO TRONI
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
143
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IDEATION
Week 1 Week 2 Week 3 Week 4
PROJECT VII
FINAL DESIGN
F C A S P O N S O R E D P R O J EC T
145
PROJECT VII
F C A S P O N S O R E D P R O J EC T
147
ALBERTO TRONI
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
149
ENTRY
PROJECT VII
EXIT MASER ATI EXHIBITION SPACE
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PROJECT VII
F C A S P O N S O R E D P R O J EC T
153
ALBERTO TRONI
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Project
VIII
Recycled Traded Sustained
Ético Supermarket
ALBERTO TRONI
NULL A TENACI INVIA EST VIA
Naming, identity, and packaging for Ético, a new concept retail store, providing fair trade and environmental friendly products from all around the world.
CL ASS
SEMESTER
Packaging 4
Summer 18
INSTRUCTOR
DESIGN TEAM
Tom McNulty
Tien Pham Ken Hwang
DISCIPLINE
Yier Chang
Art Direction
Kendra Monterrosa
Branding Packaging
PROJECT VIII
B AC KG R O U N D
A P P R OAC H
ÉTICO SUPERMARKET
157
As a team, we were asked to create a brand identity for a new retail store with an extensive corresponding product line. We created Ético, a concept store based in Berlin. Our objective was to inspire and educate future generations to shift towards an environmentally and conscious future for our planet, which faces problems such as pollution, waste and unfair labor practices. Ético uses a wide range of ecologic and recycled materials, paired with a clean yet impactful label design representing the great diversity, innovation and character of a truly sustainable and global design.
ALBERTO TRONI
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PROJECT VIII
159
ÉTICO SUPERMARKET
LOCATION
AUDIENCE
Potsdamer Plaz
25 – 65
Berlin
S T O R E L O C AT I O N
We are placing Ético in the center of Berlin’s Potsdamer Platz, chosen for its versatility in both architecture and people. This location would also be beneficial, not only for its central location for commuters and travelers, but also for the retail spaces, big or small.
LIFEST YLE
With more than 70% of Berlin’s population being bike users, its large cycling community becomes synonymous with ecoconscious users. Neighboring districts such as Kreuzberg and Lichtenberg are also full of character and culture, which allow potential shoppers to have an ethical place to shop.
TA R G E T AU D I E N C E
Ético targets a demographic audience from 25 to 65 years of age, interested in a healthy, modern and ethical lifestyle. They are mostly upper-middle class, highly educated city dwellers, while being tech-savvy and green friendly.
ALBERTO TRONI
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DEPARTMENT
TAGLINE
Groceries
Savor the world
PRODUCT LINE
KEY WORDS
Fresh Products
Organic
Juices
Flavorful
Coffee
Refined
DEPARTMENT
TAGLINE
Health & Beauty
A world of beauty
PRODUCT LINE
KEY WORDS
Cleansers
Fresh
Soaps
Bothanical
Perfumes
Clean
DEPARTMENT
TAGLINE
Fashion
Wear the world
PRODUCT LINE
KEY WORDS
Clothing
Flavorful
Accessories
Quality
Jewelry
Engaging
DEPARTMENT
TAGLINE
Home Decor
The world at home
PRODUCT LINE
KEY WORDS
Tableware
Cultured
Home Decoration
Warm
Potpourri
Crafted
PROJECT VIII
161
ÉTICO SUPERMARKET
KEY WORDS
TAGLINE
Sustainable
A fair trade company
Approachable Innovative
BRAND PHILOSOPHY
At Ético, we want to embrace the philosophy of fair trade. You won’t have to think twice about guessing where your products come from or wondering where the profit goes because we ensure that every farmer, worker and fisherman are all treated fairly and ethically. We hold ourselves to the highest standards and ethics. Through our innovative and sustainable design and packaging, we give our customers high-quality products that protect our planet and the people living in it.
ALBERTO TRONI
PRIMARY T YPE
Aa S E C O N DA R Y T Y P E
Aa D I S P L AY T Y P E
Aa
NULL A TENACI INVIA EST VIA
TT Commons ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
Capita ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
Recoleta ABCDEFGHIJKLMNOPQRS TUVWXYZabcdefghijklmn opqrstuvwxyz0123456789
ASIA
EUROPE
AFRICA
AMERICAS
OCEANIA
ALBERTO TRONI
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PROJECT VIII
165
ÉTICO SUPERMARKET
KEY WORDS
TAGLINE
Organic
Savor the world
Flavorful Refined
B AC KG R O U N D
A P P R OAC H
Terra is the food line Ético offers, and it carries a wide selection of fair trade products. Terra wants to help guide your taste buds around the world with our thoughtful packaging and high-quality primary ingredients. Our objective was to encourage consumers to shop with a sense of trust, knowing exactly where the product comes from and who actually made it. Terra’s typography-driven labels create a sense of balance in the design that aims to be informative, trustworthy and honest.
ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
167
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PROJECT VIII
ÉTICO SUPERMARKET
173
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PROJECT VIII
179
ÉTICO SUPERMARKET
KEY WORDS
TAGLINE
Fresh
A world of beauty
Bothanical Clean
B AC KG R O U N D
A P P R OAC H
Igea is the health and beauty line that centers itself around all things natural to better yourself inside and out. It is the pinnacle of fair trade skincare, and it is intended to ensure a healthy complexion with a colorful line of staple products. Igea features a cohesive line of plastic-free products inspired by botanical elements. The label’s simple typographic expression, paired with botanical drawings, delivers information immediately with a thoughtful hierarchy of content.
ALBERTO TRONI
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ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
183
ALBERTO TRONI
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ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
187
ALBERTO TRONI
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PROJECT VIII
189
ÉTICO SUPERMARKET
KEY WORDS
TAGLINE
Flavorful
Wear the world
Quality Engaging
B AC KG R O U N D
A P P R OAC H
Hera is the fashion and accessory line distributed by Ético. Developing exclusive products handcrafted from premium materials, sourced from every corner of the globe, Hera is the new face of fair trade fashion. Geographically specific color gradients set Hera’s products apart and identify their country of origin. The brand is driven by the idea that products have to be felt and touched. To help consumers connect we exposed the products by stripping down the package to its bare essentials: the product itself, its story, and who made it.
ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
193
ALBERTO TRONI
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PROJECT VIII
197
ÉTICO SUPERMARKET
KEY WORDS
TAGLINE
Cultured
The world at home
Warm Crafted
B AC KG R O U N D
A P P R OAC H
Atlas is a homeware and interior decor line. It brings new and uncharted territories home by collecting pieces of the world and the stories they have to tell. It is characterized by cultured aesthetics, craftsmanship and functionality. The idea behind the design was to create a simple, raw, and direct experience for the customer. To minimize the environmental impact and save costs, every packaging structure is engineered to be built from single sheets of recycled cardboard without the need for glue.
ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
199
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ALBERTO TRONI
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PROJECT VIII
ÉTICO SUPERMARKET
203
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PROJECT VIII
ÉTICO SUPERMARKET
205
PROJECT VIII
ÉTICO SUPERMARKET
207
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T H A N KS T O
My Family Silvia Abruzzese Johan Boman Brian Campbell Jericho Garcia Chiara Martini Antonio Troni Mary Scott Tom McNulty Antonio Borja David Scott Beau Monroe Ariel Grey Macy Chadwick
211
BINDING The Key Printing & Binding Oakland, California PRINTING Graphic Imagery San Francisco, California PAPER Mohawk Superfine Ultra-White Eggshell 100T PHOTOGR APHY Antonio Troni Johan Boman T YPEFACES Maison Neue (Milieu Grotesque 2010) SangBleu Kingdom (Swiss Typefaces 2017) CONTACT Alberto Troni GarcÃa +1 628 202 2640 +39 340 6517055 alberto@troni.org alberto.troni.org