The project
The project was commissioned by Scuderia Classiche, a luxury vintage car racing team based in Switzerland. Following the acquisition of the partnership with Lugano Elegance, Scuderia Classiche initiated a renewed vision for the event, aiming to re-establish and elevate its presence within the international classic car scene. Lugano Elegance has been held annually in Lugano since 2014, and this new chapter marks a significant step in its evolution. The assignment consisted of a complete brand redesign, with the objective of elevating the event’s positioning and aligning its identity with the standards of an international luxury audience. The intervention extended across the entire visual ecosystem, from brand identity to digital experience, including the design and development of the event’s website UI. The goal was to create a cohesive and recognisable system capable of translating the event’s values into a contemporary visual language.
Lugano Elegance
Founded in 2014, Lugano Elegance is a curated event dedicated to classic automobiles, where heritage, craftsmanship and design converge. Set within the distinctive landscape of Lugano, it brings together collectors, enthusiasts and industry figures in a setting that blends exhibition, competition and social experience. Over the years, the event has established itself as a reference point within the Swiss classic car scene, combining cultural relevance with a refined, lifestyle-oriented approach.
Brand approach
The new identity is rooted in an Art Deco-inspired visual language, chosen for its ability to evoke both historical depth and formal precision. The design system introduces a structured geometry and typographic elegance that reinforce the perception of exclusivity and timelessness. Particular attention was given to color evolution. The original green, a recognisable asset of the brand, was intentionally preserved to maintain continuity. However, it was reinterpreted into a deeper, more saturated tone, enhancing the sense of sophistication, authority and visual presence across all applications. This balance between heritage and elevation defines the core of the redesign: not a disruption, but a deliberate refinement.
Event 2025
The 2025 edition, held from 16–18 May, represents the first full implementation of the new identity. The redesigned brand was deployed across both physical and digital touchpoints, shaping a consistent and immersive experience. The result is a visual system that supports the event’s ambition, strengthening its positioning while preserving its legacy.
Website
Event collateral
