Reviving History Through Design: Villa Sorra Branding

Amr Ibrahim Mousa's Award-Winning Design for Villa Sorra

The logo design for Villa Sorra is a mirror, reflecting the values of the Emilia region and Italy to the world. It serves as a memorable business card, creating a sense of awareness and belonging. The villa, situated in the heart of the Emilia countryside, is surrounded by trails of fog winding their way through the morning light and the checkerboard created by peasants’ hard work. It is a gem that tells a story of peculiar legends, protected animals, and grapes that become world-renowned Made in Italy's excellences: the Tortellini, the Balsamic Vinegar, and the Parmigiano Reggiano cheese.

The design process involved hand sketches, Adobe Photoshop, Adobe Illustrator, Adobe Indesign, Autodesk 3Ds Max, and Corona Renderer. The branding extends to business cards, A4 envelopes and letterheads, 1.5L wine bottles, and A1 street posters, all carrying the distinctive logo.

Amr Ibrahim Mousa and his team embarked on this project in April 2020 in Egypt and completed it in June 2020. The design research involved studying the history of the Villa and its garden, a remarkable example of a historical park and a testament to Italian culture and artistic heritage. The architecture of Villa Sorra, a great example of the Emilian baroque style, also influenced the design.

The most significant challenge faced by the team was finding the perfect illustration to represent each department in the Villa. However, the end result is a branding identity that preserves and innovates, promoting cultural, didactic, and tourist activities in collaboration with numerous local associations, the University of Modena and Reggio Emilia, and the high school Istituto di Istruzione Superiore per l’agricoltura e l’ambiente “Lazzaro Spallanzani”.

In conclusion, Amr Ibrahim Mousa's design for Villa Sorra is a testament to the power of design in reviving history and promoting cultural heritage. The award-winning project showcases the designer's remarkable expertise and innovation, breathing new life into the historical villa and introducing it to a new generation.