Giorgio Del Buono
Design Director, Creative Director
In their own words
The idea of using the barcode was initially adopted as a strategic intervention.
It is more metaphorical than literal, as a solution, the barcode device is a bit of unconventional lateral thinking.
This all sounds very rule-bound and serious, so it’s important to mention the somewhat playful, even absurd adoption of rules here.
This was to avoid conflict and historical pastiche.
We wanted to focus on the period of the 1960s, arranging objects to suggest the living room and study environments, to show the cohesive character of Rams’ designs across a number of product categories.
As it turned out, we worked really effectively with the Isetan team remotely.
Our challenge was to express a connection to the modernist tradition whilst avoiding a historical or nostalgic pastiche.
Again, we were looking for ways to establish connections with the Braun tradition without simply rehearsing it.
Articles & interviews4
- "Sweet Bitter: A Photographic Ode to Radicchio's Diverse Beauty"
The article profiles 'Spicy Bitter', a self-published photobook by photographer Anna-Sophia John and graphic designer Riccardo Carrara that explores the radicchio through layered photography and tactile design. The publication uses varied page sizes and rich colors to mirror the vegetable’s textures and forms. A launch event featured a radicchio-themed dinner and collaborations with friends from the creative and culinary worlds.
- Putting the concept first: Systems Studio’s identity for SAATU puts sound design front and centre
Systems Studio created a bold, concept-driven identity for sound design studio SAATU, centred around a barcode motif that visually represents the brand’s focus on sound. The design uses brutalist simplicity, monospace typography, and a flexible colour system derived from client visuals. The result is a distinctive, conceptual identity that subverts typical sound design branding conventions.
- Systems Studio Exhibition Celebrates Dieter Rams’ Iconic Braun and Vitsœ Designs