Mastroianni Maglioni

Mastroianni wanted to launch its own knitwear line, merino jumpers and cardigans, under a recognisably Italian brand with a story rooted in Calabria: energy, colour and tradition, from the Mediterranean to the city. It needed everything that turns a garment into a product people can buy, from the logo to the packaging, ready for the online store too.

We designed the brand, a symbol of arches in the colours of the Italian flag with the Mastroianni name, along with its palette and versions for different backgrounds, and adapted it for embroidery in several sizes. From the symbol we drew tiles and patterns; from the region came the embroideries for chests and sleeves, inspired by Calabrian fruits such as bergamot and by traditional apotropaic masks. We chose the yarn colours, defined the range of crew necks, cardigans and zip-ups, and designed Made in Italy labels, swing tags, stickers and boxes. Finally, we shot the knitwear on models for the e-shop.

The line was produced with its own embroidery, labels and packaging and photographed for the brand's online store, which the QR code on every swing tag leads straight to.