Case history – Caccaro

Freedom. The value on which the restyling of Caccaro’s corporate identity is based. The Padua-based company has been one of the Italian references in design furniture since 1958: to meet the needs of a market increasingly oriented towards customization, it carries out a renewal that has involved both product and communication.

On the occasion of Salone del Mobile 2018, Caccaro presented Freedhome, a collection dedicated to generous storage. The key innovation concerns the design freedom that the system offers: this allows for a complete and coordinated, but at the same time highly customized and tailor-made furnishing design.

Caccaro committed us with the design of the coordinated communication of the Freedhome project. The primary challenge was to discover an explicit and technically suitable language; that could enhance the idea of freedom of customization of the system and its ability to integrate with other collections.

We have adopted the line. This graphic choice best represented the freedom and infinite possibilities of customization within the design rigor of the collection. We designed a system of lines giving life to a millimeter paper that allows us to vary the project while maintaining absolute control, “to the millimeter”.

To present the collection in the best way possible, we designed two different tools: the technical catalog, “Code”, and the emotional one, “Happy”. We work to coordinate from a graphic and stylistic point of view instruments with completely distinct purposes; we desired the two projects to be coordinated, but at the same time we wanted the difference in function to be captured from the cover.

We have therefore adopted a universal element, the “window” as the starting point of the design. Code shows the graphic sign of the line on the cover: these form a box that invites you to “enter” the project. In Happy the cover instead reveals a girl with her back to open a wardrobe that once again becomes the frame of the Freedhome world. Both stylistic solutions, therefore, recall the idea of a window opening onto the project, capturing its essence.

We designed an infographic to explain the Freedhome system: families, subfamilies, and components; we developed distinct contents related to the collection: transversality, tailoring, innovation, light, and expression. Through a specially designed iconographic language, we succeed in representing the various themes in a recognizable and identifying way.

The design of graphic language made for Happy and Code was then used to develop the entire corporate communication that Grucciadesign developed for the Freedhome system by Caccaro.