Naming and Identity Development for Patrizia Beccaria

Patrizia Beccaria evolved from L’Armonia del Bianco, an already established brand active on Instagram, known for curating brocante, antiques, and handcrafted pieces for authentic, lived-in interiors. As the business expanded beyond its original aesthetic, the existing name began to feel restrictive and no longer representative of its broader direction.

To address this, I led a remote naming workshop, resulting in the choice of using her own name — a solution that reflects the personal and direct relationship she already shares with her audience. The tagline, “Storie d’Interni”, introduces a narrative dimension, celebrating the natural evolution of taste.

The identity, an extension of the tagline, is built around the idea of beauty in small details and subtle imperfections: a refined logotype with unusual irregularities, a palette of muted neutrals inspired by materials and photography, and minimal graphic elements centred around an organic line that suggests a sense of uncontrolled movement. The system extends across art direction, printed materials, and social communication, maintaining a tone that feels both intimate and consistent.

The project also included the design of a three-page website, conceived as a curated space where photography, selections, and inspirations unfold. Alongside this, I defined a social media strategy to communicate the rebrand in a clear and approachable way, creating space to explain the evolution and reinforcing trust with her audience.