Marysse Logo

Primolino

BRAND ECOSYSTEM · B2B + B2C


2020–2025: development of the digital identity, sub-brand architecture and website redesign to host both Primolino Milano (B2B)
and Primolino Casa (B2C e-commerce) within a unified digital ecosystem: primolino.it.
Project developed in collaboration with Ness Communication.

2025 rebrand by Marysse Design: refined logotypes, standalone “P” monogram system and dedicated pattern library.
Brand Identity Art Direction Website E-commerce Rebranding Monogram Design Pattern Design

Primolino is a dual-structure brand operating in both B2B and B2C markets.
Over time, the project evolved from a digital identity definition to a full brand ecosystem,
including art direction, website architecture, e-commerce integration,
logo refinement, monogram development and pattern design.

Overview

A five-year evolution from digital identity to a complete brand ecosystem, unifying two audiences under one coherent visual and commercial strategy.

Primolino brand ecosystem overview showing editorial product styling and refined visual direction.
B2B

Primolino Milano

Corporate and professional communication,
brand presence and institutional storytelling.

Visit portal
B2C

Primolino Casa

A dedicated consumer sub-brand with product storytelling
and an integrated e-commerce.

Visit e-commerce
Primolino digital and brand identity overview featuring website and content system.
...

Art Direction, Content Production & Digital Identity

Creative direction was developed through concept definition, brand moodboards, reference building and storytelling, working alongside external photo/video professionals.
Post-production and social material development were curated by Marysse Design.

The visual system was designed to feel refined, warm and editorial, while remaining flexible across brand, digital and social touchpoints.

...
Identity typography details and layout accents.
Primolino brand palette and tonal system.

Goal

Define a premium digital identity capable of scaling from brand storytelling to
e-commerce content, while keeping a consistent tone and recognizable aesthetic.

Output

Visual guidelines, social system, content templates and a
flexible foundation for the future web ecosystem.

Primolino art direction wide set showcasing product styling and brand atmosphere.

Website Ecosystem: B2B + B2C

The website was redesigned to host both the professional and consumer worlds inside the same portal,
ensuring consistent brand presence while optimizing navigation and content priorities for each audience.

Website overview showing homepage structure and visual hierarchy.
Website navigation and information architecture preview.
Website editorial layout and content modules.
Primolino Casa product detail layout for e-commerce.
E-commerce shop experience showing product grid and navigation.

Logo Rebrand (Logotypes + Monogram System)

In 2025, the brand marks were subtly reinterpreted to achieve a more contemporary and polished expression,
while safeguarding the historical trace and refined heritage
embedded in the original design.

The update involved both logotypes (Primolino Milano and Primolino Casa) and the introduction of a standalone “P” monogram,
designed to function independently and at small scale. The color palette was also slightly refined to create a more cohesive and contemporary visual system.

Primolino 2025 logo rebrand animation showing refinement of logotypes and monogram system.
Primolino Milano logotype.
Primolino Milano logotype on color swatch.
Primolino logotype applied to social media format.
Primolino Casa label layout.
Primolino P monogram.
Primolino Casa shopping bag with monogram branding.
Primolino Casa packaging concept featuring the P monogram.

2025 · First Textile Pattern Collections by Marysse Design


Although Primolino had previously used decorative patterns within its visual communication,
2025 marks the first original textile pattern collections
designed by Marysse Design.
The system was developed specifically for tablecloths, placemats and runners
introducing a structured and scalable approach to surface design within the brand universe.

Primolino geometric textile pattern developed for tablecloths and surface applications.



Geometric Series

The geometric collection explores modular repetition and vertical rhythm, designed to create continuity across large table surfaces while maintaining proportion and clarity on smaller textile formats.




Floral / Heraldic Series

The floral–heraldic collection reinterprets ornamental symmetry through a refined, contemporary lens, bringing decorative richness and heritage references into the Primolino textile language.

Geometric textile pattern in orange colorway.
Geometric pattern detail in cream colorway.
Heraldic pattern in earth-toned palette.
Heraldic pattern detail for textile application.
Geometric textile pattern in cream colorway.
Heraldic textile pattern shown on a napkin detail.

Credits

Client: Primolino Milano.
Creative Direction, Brand Identity, Website Design, Logo Rebrand, Monogram System & Pattern Design: Marysse Design.
Collaboration (2020–2025): Ness Communication.
Photo & Video Production: Buzin Media Agency.
Photographers: Emanuele Bonapace and Francesco Bozzo.
Photo/video Assistants: Demetrio Vadalà, Christian Betti.
Set Design: Giada Valentini, Agnese Gagliardini, Martina Malaspina.
Set Design Assistants: Michela Marchesi, Melinda Dahoxhaj, Giulia Mancini, Mario Dan, Emma De Guarda.