Marceli identity

Published July 16, 2025

Contributed by Sharp Type

The rebranding of Marceli, a renowned quality printer, marks one of the most meaningful and ambitious projects ever undertaken by the design studio Hugmun. Traditionally collaborators in packaging design, the roles reversed this time: Marceli entrusted Hugmun to reimagine their visual identity and create a packaging suite for a sample box that showcases their exceptional craftsmanship.

Marceli’s new identity reflects the brand’s ethos, a fusion of traditional techniques and modern precision. The design features a tactile interplay of materials and finishes: a soft off-white base contrasts with (custom?) bold sans-serif typography for the logo, and blind-embossed or blind-debossed Carta Nueva script by My-Lan Thuong, emphasizing elegance and authorship. Additional information uses a monospaced typeface: Italian Plate No1 Mono by Jonas Hecksher.

Rooted in relief printing, Marceli specializes in embossing, debossing, and multi-level impressions, often using old machines for their unmatched quality. Their process is heavily manual, driven by a dedication to perfection, precision, and uncompromising craftsmanship. This identity captures Marceli's philosophy: doing things differently — with intention, with tradition, and with an obsessive attention to detail.

The project was designed by Tomasz Pawluk, Maria Milenko, and Gabrielle Adam, with photography by Kuba Szopka. Retouching was handled by Katarzyna Jankowska, and animation was created by Witek Pietrucha.

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