Mulino Urbano animates a central square in Salerno and blends a refined character with a rustic and spontaneous soul.
The undisputed protagonist is bread, which inspires the whole project, prepared with ancient grains, therefore more authentic and healthy, and large-format, which lasts longer.
The proposal also extends to pizza in a pan or in a pan, prepared with the same attention both in the dough and in the toppings, to a wide variety of desserts, to a simple gastronomy close to regional cuisine and to a good selection of wines and craft beers.

This project has evolved through a slow and stimulating exploration that has allowed us to give Mulino Urbano a distinctive imprint, deliberately far from the latest trends but absolutely contemporary.

The search for the naming led us to choose a name that encompasses its two souls, while blue and yellow recall the colors of the sky and the urban context and those of the sun and the main natural elements.

The characters are “built” piece by piece and are inspired by the rudimentary stencil prints visible on the jute sacks that contain the grain and the language of urban signage. Accompanying them is a logo with a brutal design but with a strong human component and a typography that reinterprets the softness and organicity of the shapes that tighten and widen during leavening. In the booklet the drawings are made with a rough style, close to the ancestral expressiveness of the rural world. 

The key visual of the whole project is made up of a few elements that mix well with each other, emulating the natural propensity of the white art that combines poor ingredients – flour, water and yeast – giving life to a product of elegant simplicity.