The project
Lugatone is a Catholic clothing brand born from the wish to express faith in an authentic, contemporary and meaningful way. More than making t-shirts, the project turns spirituality into something visible in everyday life, using fashion as a means of evangelization, identity and affection.
Building Lugatone showed that brands with purpose don't come out of visual trends alone, but out of conscious decisions, clearly defined values and genuine intent.
This project reflects the meeting of strategy, faith and design, giving form to a brand that doesn't just communicate — it bears witness.
Typography
Lugatone's typography was conceived as a balancing point between tradition and the present. Its drawing is robust and heavy, visually carrying the symbolic weight of Christian tradition — a faith that crosses centuries and sustains generations. The firm letterforms convey solidity, confidence and permanence.
At the same time, the typeface is neither rigid nor static. It goes through subtle, deliberate distortions that break classical perfection to represent the modernity, youth and energy of the audience Lugatone speaks to today.
A key detail sits inside the letter A, which stands for the opening of the tomb at Christ's Resurrection: an emptiness that means not absence but victory, new life and hope. The typography is therefore not only a visual support, but a narrative element.
Color
Lugatone's color palette was built to translate faith into visual sensation, balancing tradition, spirituality and the contemporary.
Brown sets the base of the identity, recalling the tradition of the Church and the symbolic strength of the cross, sign of Christ's sacrifice. In contrast, orange appears as an expression of youthfulness and modernity, and also stands for the fire of the Holy Spirit: living presence, movement and renewal.
White works as breathing space, standing for peace and light, while beige completes the palette with softness, bringing calm and warmth. Together these colors join tradition and renewal, sacrifice and hope, strength and affection.
