Yucca has a single mission: to reconnect metropolitan citizens with nature.

School project
Year: 2019
Areas: Brand design, typography
Supervision: Prof. Laura Bortoloni

Brief
Design of a multifunctional center: structures, services, naming and construction of a visual identity system.

Concept

"Yucca" is located in a large city in northern Italy.

The structure, consisting of a multi-storey building, includes indoor and outdoor gardens and welcomes a variety of spaces used for different functions.

All of the activities share a single mission which is to reconnect metropolitan citizens with nature.

The spaces include gardens, a botanical garden, a restaurant, a teahouse, a coworking and a course area.

Gardens
Interior and exterior
Greenhouse
Vertical green

Coworking
Top floor, garden view

Teahouse in the green
Organic, gourmet, variety

Restaurant
Refreshment area
Vegan and vegetarian solutions

Botanical Garden
Educational activities for children
Educational garden, laboratories, workshops

Course space
Cooking, tasting, fitness, yoga, meditation

Buyer personas

Giorgia

24 y/o
Freelancer in the creative field
Income € 12,000
Shares a flat with roommates

Behaviour
Art and design;
Fitness + gym + yoga;
Eating healthy;
Physical and mental well-being.

Goals
As she shares a room with another girl:
she needs a quiet space workspace;
she might be attracted to coworking gardens for other activities on offer

Already possesses a gym subscription:
But she is unhappy with various factors (loud music, confusion, crowding).

Corrado

37 y/o
Primary school teacher
Income € 25,000
He lives with girlfriend

Behaviour
Reading;
Cinema;
Eating out.

Goals
Provide his students with a nature-oriented side education.
Making city children reconnect with green.
Teaching children to eat healthy and respect the environment.

Carla

68 y/o
Retired (former administrative employee)
Income € 18,000
She lives with her husband in an owned house

Behaviour
Theater, cinema, museums ...
Antiques.

Goals
She is looking for a place to meet up with her friends, with whom she periodically organizes tea parties:
But living with her husband in an apartment
modest in size would like a dedicated and quiet space.
The fact that the place is also frequented by children and young people is a plus for the lady, she is happy to chat with other users.

Giovanni

36 y/o
Marketing consultant
Income € 37,000
Lives alone

Behaviour
Technology;
Eat well.

Goals
He worked in a company but decided to become a freelancer.
Since the business is going well, he is looking for a stable office:
He could be attracted to rent an office in yucca coworking for the entartainment possibilities offered after working hours.

He always eats out for work reasons:
He finds it interesting to be able to enjoy variety of healthy solutions without having to move far from the office

Grid, font, icons

(I love grids.)

All of the elements developed in the visual identity are built on a single grid.

A system of icons was built on the basis of the same grid, following three different semantic areas.

The three groups of icons identify three macro sections of the multifunctional center.
 

1. "Selva"
   A set of stylized plants and green elements. It identifies the gardens and vegetable garden section.
   
   
2. "Ortaggi"
   Fruits, vegetables, edible plants ...
   They are associated with the restaurant and the teahouse.
   
   
3. "Polline"
   System of modular organic elements, more abstract;
   It marks the coworking and the course area.
    

Logotype

Colors

CMYK 10, 75, 55, 0
RGB 221, 100, 101
HEX #dd6465
PANTONE P 57-5 C

CMYK 5, 30, 65, 0
RGB 239, 183, 110
HEX #efb76e
PANTONEP 20-11 C

CMYK 50, 55, 0, 0
RGB 137, 122, 185
HEX #897ab9
PANTONE P 93-4 C

Typography

Contact 

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