SCCO Studio’s Dada-inspired identity for Fabbrica is deliberately illogical in its approach

With an identity influenced by the utter chaos of the world right now, Sydney-based design studio SCCO appropriately began with the equally as riotous artistic movement Dada as inspiration for their identity design for pasta shop Fabbrica – also based in Sydney. In true modernist fashion, SCCO Studio stripped the identity down to its basics; considering how type, form, shape and colour could convey their take on Dadaism. “We used two typefaces that had the feeling of disregarding traditional forms of a typeface,” SCCO Studio Creative Director Jarmaine Stojanovic explains, choosing the futurist sans serif Telerysm Mono 2 and VOCAL’s Carrie to accompany it. The contrast of these typefaces is deliberately illogical, combining Telerysm Mono’s stark rigidity alongside Carrie’s warm and inviting construction. Stojanovic tells us how these two “both feel like display typefaces which again plays into us feeling the Dada movement.” These considerations and rationale also came into play through the abundance of shape and form in Fabbrica’s playful brand identity; administering the Dadaist sensibilities of ‘movement and modernity’ through unusual, irregular circles and triangles.