The article explores a creative rebranding of Diana's visual identity, focusing on the typography and illustration that reflect its heritage while appealing to contemporary sensibilities. The main typeface, Martin, is complemented by Milano, a variable slab serif, which allows for a dynamic design system. The color palette enhances this nostalgic yet modern approach. Additionally, illustrator Bill Rebholz's work embodies the brand's values, providing a warm, authentic feel reminiscent of traditional fish markets. This innovative approach successfully merges traditional elements with fresh, playful energy.
In design research and cultural foraging, the team came across these amazing old fisherman crates with handwritten type. Milano carried this spirit with its variable nature spanning five fun widths from compressed to extended, giving us the flexibility to mix and match and create a playful system with a new energy that's also rooted in tradition.
Bill's work brings a craft, bold charm, and warm quality. His work brings that feeling of stepping into an authentic fish market. It's tradition, reimagined, it's perfect!
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