Residenti

An independent Milan magazine and merch line for the people who actually live there.

Residenti is a magazine and merch line about Milan as its residents know it: the fog, the endless calls, the Negroni Sbagliato and the metro apologies. Issue 01 pairs street portraits with a capsule of tees, a cap and a scarf, each printed with a phrase every Milanese has said or heard. Art direction, editorial design, photography direction and the merch line.

Challenge

A city full of shared jokes and no publication that speaks like the people who live in it.

Approach

Turn the phrases Milanese say every day into a visual language: bold type, a single red and yellow, real streets.

Outcome

Issue 01 of the magazine and a merch capsule of tees, a cap and a scarf.