The developed brand is based on a timeless reference in its genesis and in the way it expresses praise for Filigree, the artisan, and the artist. An identity concept was developed based on the idea of representing the key to the house. The symbolism highlights the key as a way to access the house of knowledge and authentic, interactive, and multi-sensory experience.
The graphic pieces of House of Filigree have a strong association with the tradition of Portuguese filigree. The brand’s elements are mostly applied in gold stamping on Arjowiggins Keaykolour paper or on leather and metal pieces, establishing a parallel with jewelry.
The developed brand pays timeless homage to filigree, the craftsman, and the artist. We developed an identity concept whose genesis lies in the key of the building itself. Its symbolism highlights this object as a way to access the House of Filigree and consequently access knowledge about this age-old art, in an authentic, interactive, and multi-sensory way.
The structure of the House of Filigree identity is thus based on two complementary visual universes. The first highlights graphic elements of the key itself which, when transformed, evoke the multiple materializations of the filigree technique. Additionally, the key carries with it, as a functional and decorative piece, a legacy with many stories to be told. The second universe, in turn, is based on the use of a simple and contemporary typography.
Client: House of Filigree
Curated by: Luísa Rosas and Paulo Valente
Authors: Gonçalo de Vasconcelos e Sousa and Rosa Maria Mota
Agency: This is Pacifica
Photography: Nuno Moreira / NUMO
Production: Lessa Gráfica