“All the ideas which have big consequences are always simple ideas” this sentence by Tolstoj explains the new philosophy of Azzurra which has received the prestigious red dot award: communication design 2009. The company and the studio Angeletti-Ruzza design have won this very important award for the design of coordinate image and corporate communication. The jury has selected, among 6.112 works from 42 countries, 470 winners.
 

“To conceive and to mould the soul of AZZURRA we drew inspiration from a colour and from a value: grey and simplicity….”the designers tell “grey is a moderate , reassuring, lofty but at the same time concrete, made of matter, yielding colour; grey reflects the richness of nowadays, it is contemporary and dynamic, never monotonous but it is surely expression of differences and varieties, it is a creative and moving colour…….Simplicity means efficacy, intelligence, sobriety, harmony, respect of the client, capacity to be always modern during the time…”.
 

The trademark, the pay off, the catalogues, the stands, the internet web site, the advertisment are the results of strong and coherent choices that do not use a contemporary and recognizable language but a language which does not follow the sector communication.

Re- find out the purity is an inducement addressed to people for taking care of themselves, for carving out some “private” time to “clean” the body and the mind out from the toxins and from the stress caused by a long day of work. But it is also an aims declaration of the company which expresses its willing to pursue always the strenght and the sensuality of the pure shape.

The clicks of press campaign by AZZURRA has been carried out by the young artist Claudia Ferri and her clicks are light, contemporary, poetic and far from the carnality or sensuality the media have got us used. The empty space is the protagonist because it is thick

The light is always natural and the result is a “fresh” and vital image which evokes ritual atmospheres: simplicity with soul. 

The catalogue expresses the new corporate philosophy and it shows the plain ceramic product . There are no taps or siphon to emphasize the purity of the shape and the result is a modern, full of personality and simple at the same time image.

The background is empty with a matter colour, it embodies a sensual “allure” which can exalt the intuition of ceramic material.