The metropolitan area of Turin and the Region of Piedmont have distinguished themselves in the last two decades as places of experimentation and research in food culture. To best represent this extraordinary environment a visual identity was needed.
As Turin food culture is very diverse, we identified some key places that represent efficaciously the governance, the local markets, the institutes of research, the exhibition centers and the urban gardens.
The theme of the project was “the benign nature invading the city”. We combined each photo with pictures of vegetables, using the blending technique, and we expressed this visual language in different media: stationery, website, video teaser and campaigns.
The logotype, graphically summarizing the vegetables in essential geometry, metaphorically shows the diffusion of agriculture and fair-trade food. With reference to this element, I would like to say that the name ORTO refers both to the urban gardens in connection with the idea of ac
