With its mix of cultures, Lugano represents a very atypical destination within Switzerland: palm trees, olive oil, Mediterranean weather and cuisine can all be found in a safe, quiet and efficient Swiss environment. The brand essence that emerged from this context is "differently Swiss" which has been translated visually in an alteration of the Swiss flag to form the letter "L" of Lugano. A graphic system that aims at displaying the variety of the regional offer has been conceived by designing for each category a specific font in order to give each time a different connotation to the letter “L” of Lugano.

Country
Switzerland

Year
2019

Client
Ente Turistico del Luganese

Affiliation
Caselli Strategic Design

Designer
FabioCaselli