Erica Borello
NOVA PROJECT

Description

The needing for a design that takes into account the unitary vision to be given to all the components of the brand system is a central issue that contemporary designers must deal with, since the growing complexity and diversification of the areas of intervention of a brand requires that each of its manifestations can operate autonomously but consistently with respect to the primary structure of the branding project.
In this book, the various instances of research and inspiration that have been investigated have led − through the implementation of a speculative design project − to the definition of a flexible method, an aid for anyone approaching a branding design project, particularly in the food sector, which has always been considered a minority compared to the large areas of design but which in recent years has exploded from the bottom as a sector of interest that requires a specific approach and design.
This is how the “Nova Project” comes to life, an exercise of imagination that brings attention to conviviality and active participation as a response to the social criticalities of our present, using food as a means to provoke that reaction capable of triggering a relationship. Page after page, starting from the definition of the concept and arriving at the applications, the profile of a new brand is thus delineated that presents itself as a subject committed to the current gastronomic panorama, with an offer that ranges from informed and conscious purchasing to large-scale educational training.