The proposal was made for the Mid-Autumn festival.
Lanterns in Chinese culture symbolize people letting go of their past selves and getting new ones, which they will let go of the next year. The release of the lanterns is considered a symbol of embracing an optimistic future, reunion, and happy moments.
Our proposal aims to go back to the roots of Italian art culture, discovering a detail that could be worth a connection with another culture like the Chinese one.
We did this by looking back to the Baroque period, more specifically to painter Caravaggio’s work and particularly the way he uses light. It represents the fight between the brightness and darkness.
For the key elements we used the moonlight, Italian landscapes, and duality as two living elements of the rabbits to symbolize that this change path is shared with the people close to us.
3 color palettes:
Purple- resembles the night while also psychologically
symbolizes sentiment and sophistication.
symbolizes sentiment and sophistication.
Blue- more than Venchi's complementary color, it resembles
trustworthy and reliable.
trustworthy and reliable.
Orange- more than Venchi’s brand identity, it is a symbol of
positivity and optimism.
positivity and optimism.
