Work / Logo Design, Brand Identity, Web Design, Art Direction, Graphic Design
Diletta Bags
Branding, art direction and e-commerce for Diletta Bag, a bespoke artisanal hand crafted and 3d printed leather bags made in Tuscany by the idea of Diletta Bettini.
Context
Diletta Bags is an innovative project by Diletta Bettini, mixing one of Tuscany’s great crafts — leatherwork — with a new technology: a special 3D printing process that uses “inks” of different colors to recreate famous paintings with their original brushstroke textures.
It started with a geometric, essential design — black leather, 30×30cm, a 3D-printed reproduction of masterpieces by Van Gogh, Monet, Klimt and Mondrian. Every painting is laser-scanned into a 3-dimensional model first, so the printing technique reproduces every single stroke — sewn onto the front of bags, backpacks and wallets, with a tactile dimension nobody gets to experience with the originals. Who has ever touched Starry Night?
Problem
Standing out in a fashion market saturated with boring, safe rebrands meant the branding, photography and e-commerce all had to match the ambition of the product itself — genuinely novel, tactile, art-grade craftsmanship — while still speaking to a young, fashion-forward audience who’d never heard of Diletta.
Art made Bags ◆ Bags made Art.
My work covered branding guidelines, logo and assets, plus designing and developing the website and shop — helping Diletta get noticed in a world full of fashion products.
Photography
Targeting a young and fashionable public, I immediately knew we needed Francesca Dattilo as photographer to express the best of the bags. Bold, pop and playfully abstract, her shooting style was the perfect match to valorize and enhance Diletta’s work.
Branding
Geometric, bold and very particular, the logotype for Diletta stands out in a panorama of boring sans-serif rebrands of fashion firms. Golden, as golden are the details on the very first bag models, it carries the “Art made Bags ◆ Bags made Art” tagline as its own. Set in Grilli Type’s GT Cinetype, the brand assets speak a modern language with a geometric twist noticeable only at large sizes: glyphs’ curves aren’t curves at all but subtle polygons, giving the type family its particular character.
Website
Diletta sells only through the online shop, so the website plays a very important role for the brand. Clean, simple navigation features full-spread images, product details and precise explanations, with a shop that gives space to strong imagery and a flawless buying flow.
