Adoratorio® directs a four-season campaign for Pangram Pangram Foundry

Pangram Pangram Foundry’s PP Lettra Mono is a monospaced serif with two roots: the classic look of serif typewriters and the precise classifications of botanical illustration. For its launch, Brescia and Amsterdam-based Adoratorio® took on the art and creative direction of the full campaign, built as a narrative across four seasons. Among the vast array of visuals is a key image that sets the type into heirloom lace and embroidered linen, the wordmark stitched and pressed into the cloth. It pairs a hand-worked cloth and a monospaced serif that are made in much the same way. “Lace, therefore, became the perfect surface for PP Lettra: delicate and ornamental, yet built through repetition, rhythm and precision,” the studio explains. “We didn’t see it simply as a mechanical or typewriter-inspired typeface, but as something that also belonged to a more archival, instructional and botanical visual world,” the studio notes. A tension of “very heavy vertical strokes balanced by finer horizontals, always held in perfect equilibrium” was already present in the letterforms, and the campaign keeps it. The four seasons concept became the spine of the project, each with its own tone and palette but sharing the same methods. “One element alone remains constant throughout the campaign: the ‘@’ symbol resting in the meadow, but it evolves with the passing of seasons, becoming the trait d’union of the campaign,” the studio details.