Advertising designed for the firm "Cucine SCIC"

The graphic layout of SCIC advertising campaigns designed by Franco Maria Ricci is clearly influenced by pop-art.
The product quality is often rendered metaphorically through everyday objects, arranged in a typographical way like the letters of the alphabet, and often reduced to silhouettes.
The harmony of the layout is achieved through combination: nowadays this artistic choice may seem naive or reductive, but in comparison with some contemporary advertisements we must recognize its effectiveness.