Guidelines for Modern Italian Brand

Mario Capasa, an iconic name in Italian luxury furniture, was founded in 1976 by the visionary architect Mario Capasa. From its inception, the brand has been driven by a mission to create furniture that embodies the elegance of a finely tailored suit and the sophistication of a marble-clad modern loft.

The brand’s visual identity is the product of a collaborative effort involving Art Directors, Graphic Designers, Brand Directors, and Creative Directors, all working to maintain visual and thematic consistency across all touchpoints. This collective effort has resulted in a seamless and luxurious brand experience that is both contemporary and timeless.

Mario Capasa's brand experience is anchored in a carefully curated color palette that exudes sophistication and understated luxury. The palette is dominated by black and white, forming the foundation of the brand’s visual language and reflecting the timeless elegance of a bespoke Italian suit. Deep, muted accents—ranging from rich greys to subtle golds—add depth and warmth, reminiscent of the luxurious textures found in modern Italian interiors. The restrained use of color enhances the minimalist aesthetic, ensuring that every communication, supported by the Proxima Nova typography, is as refined and polished as the brand itself.

Whites and blacks dominate the visual space, occupying about 90% of the palette, with the remaining 10% reserved for accent colors. These secondary colors, including warm golds, cool greys, and muted greens, are applied sparingly to draw attention to the form and texture of the products, enriching the brand’s luxurious feel without overwhelming the design.

Cohesive Brand Identity: Every element, from the color palette to the imagery and videos, works together to create a unified visual identity that speaks to modern luxury. The consistent use of black and white ensures an editorial presence, while the careful application of accent colors adds sophistication without detracting from the minimalist aesthetic.

Brand Implementation: The Mario Capasa brand is seamlessly integrated into a strategic array of marketing materials, from high-end brochures and refined product packaging to sophisticated digital campaigns and an engaging web presence. This identity is meticulously maintained across all platforms, reinforcing the brand’s position at the pinnacle of modern luxury.