A focus on the relationship between youth and Sicilian culture with a modern and distinctive identity for streetwear clothing brand Minchia

Minchia is a Sicilian streetwear brand that aims to challenge the sense of belongings by exploring art and history in place of stereotypical Sicilian themes. They also hope to rethink overconsumption by producing apparel from recycled material and only on demand.

Minchia needed a well-defined digital presence to introduce itself to customers. My design establishes a distinct graphic language around the type-based identity. It has an urban aesthetic in mind and focuses on neutrality in an attempt to avoid stereotypes and folkloristic messages, the resulting visual language allows the brand and its products to take centre stage.

The resulting visual identity revolves around the trinacria, the symbol that represents the Italian island of Sicily and its people. My visual approach uses photography to enhance the experience of the island’s culture. This approach provides a sense of familiarity and pride for the embodied culture. In application, dynamic typography integrates with illustrations in a system that harmoniously adapts to digital and print. Since the colour of the collections may change, I wanted something that would feel right every time, concluding that monochrome was the way to proceed.

Firmly connected to the Sicilian roots, the clothing brand Minchia exhibits the strength of simplicity, combining a thoughtful, practical approach with a well-defined graphic system.

Services
Art Direction, Digital, Identity, Print (2022)