“All ideas that have enormous consequences are always simple ideas”, this sentence by Tolstoy expresses AZZURRA’s philosophy and is what motivates the prestigious red dot award: communication design 2009, awarded to the company and to the Angeletti Ruzza design studio for the design of its corporate identity and corporate communication.
Out of 6,122 entries from 42 countries, the jury selected 470 winning items.
“To create and shape the soul of AZZURRA, we drew inspiration from a colour and a key value: grey and simplicity”, say the designers, “grey is a moderate, reassuring, tactile and supple colour; it reflects today’s rich tones; it is contemporary and dynamic, never monotonous but rather the expression of diversity and variety; it is a creative and active colour… Simplicity means efficiency, intelligence, clarity, harmony, respect for the customer, the ability to be current...”
The trademark, the pay off, the catalogues, the stands, the website, the advertising are the results of strong and consistent choices to use a distinct and contemporary language that goes beyond the standard communication of the sector. Riscopri la purezza (“rediscover purity”) is an invitation to take care of oneself, to find private time to cleanse the body and mind of the toxins and stress caused by a long day of work. Yet it is also a statement of intent by the company, which demonstrate its desire to pursue the strength and sensuality of purity.
The shots of AZZURRA’s advertising campaign, taken by the young artist Claudia Ferri, are light, poetic, exciting and a far cry from the typical sexual themes to which we have become accustomed by the media. Empty space is the key element with a dense and tactile presence; the natural light creates a fresh and vibrant image evoking a ritualistic atmosphere: simplicity with soul.
This catalogue displays the ceramic product entirely bare, with no tap or trap fittings, in order to emphasise the purity of its shape. The final image is full of character yet modest at the same time.
Although the background is empty, the colour conveys a tactile and sensual allure, bringing out the sense of the ceramic material.