Produzione Privata is an Italian experimental design project founded in 1990 by architect and designer Michele De Lucchi. The brand produces handcrafted design objects in limited series, outside industrial mass production logic.

Challenge
Translate an experimental, artisanal design philosophy into a coherent communication system. Ensure consistency across product and editorial outputs.

Approach
We developed an editorial and visual system for the product catalog. The system reflects the brand’s design ethos and avoids isolating objects. It places them within a broader narrative framework.

System

The communication system is based on core principles:

• Products staged in unconventional, narrative-driven environments

• Interpretation expanded beyond function

• Typography and layout used as expressive and structural tools

• Materials and paper stocks reinforcing tactility and physical presence

• Craftsmanship emphasized through collaboration with Italian artisans

• A coherent visual language supporting the experimental nature of the project

Outcome
The catalog reinforces the identity of Produzione Privata. Each object sits within a curated experimental narrative, not as an isolated product.