Federico Seneca (1891–1976) emerged as one of the most influential graphic designers of the early 20th century, known for fusing avant‑garde artistry with commercial clarity.
As art director for Perugina and later Buitoni, he reshaped Italian advertising by replacing literal imagery with bold, metaphor‑driven visuals. His most iconic contribution was the “Baci” chocolate identity, inspired by Hayez’s *The Kiss*, featuring two lovers silhouetted against deep midnight blue. Drawing heavily from Futurism and Cubism, his work embraced geometric forms, dramatic contrasts, and a strong sense of motion. Beyond promoting products, Seneca helped turn Italy’s public spaces into showcases of modern design, bringing contemporary art to everyday life.
h/t: vintag.es