DESIGN CONCEPT
CREATIVE DIRECTION

Fernando! – A biography and cookbook.

OVERVIEW

Fernando Di Luca came to Sweden from Italy on his Lambretta in 1961, and he has spent nearly three-quarters of his life making Swedes eat and live more Italian. In 1971, he founded the Zeta brand and today he is perhaps the most important single reason behind the great impact of Italian cuisine in Sweden. In this combined biography and cookbook Fernando recounts episodes from his life. It begins before World War II and continues with wild car rides in his father's Fiat Topolino, romance at hotel Malmen in Stockholm, sharp observations from the inside of the food industry and insightfully simple tips on health. Fernando also shares more than 60 of his favorite recipes, many of them originating in his hometown of Fano.

Fernando is still involved in everything in the organization, and his commitment permeate everything he does. In the book we have even chosen to keep his proofing notes and made it part of the design. We took inspiration from his notebooks, pictures from his old photo albums and let the entire layout be scrapbook-like. The choice of typefaces reflects his journey and the meeting between Italy and Sweden through the use of a heading font drawn by an Italian typeface artist paired together with a typeface drawn by a Swede for the body text.