2022
03Vescovo
Vescovo is an Italian label with a clear mission: bringing equestrian aesthetics into the present. It takes the codes of the horse world (heritage, discipline, craftsmanship) and reinterprets them through a modern, sustainable lens, for a new generation that feels close to that world.
The identity turned on one hard problem: the mark. We designed a single pictogram that reduces the horse to its absolute minimum, an essential, confident sign that reads instantly, holds up small on a label or large across a campaign, and carries the brand without a word beside it. Reaching that level of restraint, where nothing can be removed without losing the horse, was the core of the work. Around it we built the full visual system and a clear set of website guidelines: how the brand looks, speaks and behaves across every touchpoint.
Art direction, shaped together with the label’s owner Antonio Pondini, was a separate chapter: directing how the brand lived in the world, and reaching into the product itself. For the label’s denim drop we developed a custom salpa, a leather patch whose texture was drawn from the coat of Charly, Antonio’s own horse, so a personal story ran all the way into the garment, not only into its communication.
The result is a brand carried by a single sign: rooted in the tradition of the horse world, and unmistakably of the present.