Valentina Venza - Portfolio
Chiavi di lettura
  • media/portfolio/3/big/1.jpg

    Chiavi di lettura
  • media/portfolio/3/big/10.jpg

    Chiavi di lettura
  • media/portfolio/3/big/11.jpg

    Chiavi di lettura
  • media/portfolio/3/big/12.jpg

    Chiavi di lettura
  • media/portfolio/3/big/2.jpg

    Chiavi di lettura
  • media/portfolio/3/big/3.jpg

    Chiavi di lettura
  • media/portfolio/3/big/4.jpg

    Chiavi di lettura
  • media/portfolio/3/big/5.jpg

    Chiavi di lettura
  • media/portfolio/3/big/6.jpg

    Chiavi di lettura
  • media/portfolio/3/big/7.jpg

    Chiavi di lettura
  • media/portfolio/3/big/8.jpg

    Chiavi di lettura
  • media/portfolio/3/big/9.jpg

    Chiavi di lettura

Project in collaboration with Maria Tasca, Beatrice Tagliaferri
Date October 2006 - January 2007
Realized in Politecnico di Milano > Communication Design > Laboratorio di Sintesi Finale
Teachers: Valeria Bucchetti, Maurizio Minoggio, Chiara Diana, Erik Ciravegna, Josè Allard

Chiavi di lettura is my thesis project. The prompt was to create a packaging project that was "socially active". We chose to promote reading among italians.
The idea comes from the fact that Italy is a country with a really low percentage of readers. For severly reasons, italians don't buy books: in 2006 only one person out of two declared to have read at least one book.
Since one of the reasons for not reading is the lack of time, our project promotes the idea of reading during brief spare moments: on the bus, while waiting for the tea water to boil, queueing at the postal office, etc.

My packaging project is developed on a famous italian supermarket brand: Coop. I decided not to create a new brand, because it would have had a too classy and picky target, while my goal was to reach a wide range of people, who normally are not interested in books.
The idea is to attach a small leaflet, closed inside a package, on Coop's packagings. The leaflet contains a quotation from a book (about 300-600 words), plus information about authors and titles. Nothing else.
I chose to use a quotation instead of a book summary (which is normally used in italian book's covers and magazine's reviews) because I wanted people to be drawn in the reading, discovering the mood of the book and the author's writing style.
From the outside, while buying Coop's products, people won't know which book is contained in the leaflet, but they can only choose the genre (romantic, horror, comedy, thriller, psychology, classics), or the spare moments suggested on the package.
It'll be like a surprize. The users, at first, can't understand what the promotion is about, so they open the package and immediatly found the quotation (which typography induce to read more, almost without realizing it). Once they've read it, they could gain interested in it and go to buy the book!

The concept was realized in group with Maria Tasca and Beatrice Tagliaferri; the realization of the packaging (graphics, prototype, etc) was by me.