Ginnasium is a creative format designed for a network of packaging brands including Sovemec, UPM Raflatac, Vetroelite, Retail Pak, Luxoro Kurz, Vinolok, T&K, and Sense Catch that explores the relationship between design and performance. The project redefines design as a discipline to be trained rather than an aesthetic outcome.

Inspired by the concept of the ancient Greek gymnasium, a place where body and mind were trained through practice, Ginnasium translates this idea into the field of design. It is a structured method of creative training that allows designers to test ideas, measure their impact, and refine their technical and perceptual skills.

The visual identity embodies this principle through a dynamic and modular system built around optical distortion, repetition, and movement. The logo draws from Greek athletic iconography, reinterpreted as geometric forms that multiply, overlap, and refract, symbolizing the constant evolution of the design process. Like glass, the project’s central material, the brand identity reflects and transforms reality, revealing new perspectives through transparency and refraction.

As part of the initiative, five design studios from different Italian regions developed gin packaging inspired by their territories. Each design was analyzed through neuromarketing and eye-tracking techniques to evaluate visual attention, emotional engagement, and perceived product value.

Ginnasium turns design into a measurable, repeatable, and conscious exercise, a space where creativity meets discipline and where every project becomes training toward a more evolved form of design.