→ The visual system

Heritage and innovation in balance

At the heart of La Carta’s new visual identity is the concept of visual manifesto: a narrative that is expressed through a linguistic pattern that uses the most significant adjectives and nouns, and a conscious use of typography. This visual system is based on a balance between heritage elements and a contemporary attitude, making each communication medium a natural extension of the brand.

The revised colour palette has added depth and character: red is now more vibrant, white is transformed into an organic shade that recalls the natural colour of paper, while grey acquires a more authoritative and full-bodied role.

→ Visual system Making tradition tangible

We have worked to visualize tradition and craftsmanship through a visual system that combines aesthetics and functionality. Graphic assets include the four-leaf clover, obtained by binding the letters A and E, a symbol of luck and infinity, and images that emphasize the beauty of paper through organic textures and product photographs with sharp and defined lights.

→ Typography

Timeless prestige

The typographic choice fell on a heritage font that recalls the past, but expresses itself with a contemporary attitude. This typography perfectly balances authority and accessibility, becoming a central element of the new visual identity. The typographic system is versatile and modular, capable of adapting to the different needs of the brand, from the most technical to the most narrative applications.

→ A new voice for La Carta is

‘The Charter is’ is not just a brand, but a celebration of the Charter as the protagonist of an eternal story. The new visual and verbal identity allows the company to communicate with a direct and defined language, positioning itself clearly and strengthening the bond with its interlocutors.