Le Dame is an artisan pastry store based in Vigevano. Mad Factory has looked after this firm from the beginning, having designed the name and the entire visual identity.
The identity project takes shape from history: Vigevano Castle is one with the Ducal Square, which acts as a royal entrance hall. It can be considered a small city within the city, being by extension one of the largest fortified complexes in Europe, and is a strong symbol of the city.
The Loggia delle Dame (Lodge of the Ladies), the surviving part of the Palazzo delle Dame, stands beside the Male or Ducal Palace and was built around 1490 by Donato Bramante on behalf of Ludovico il Moro. The Palace of the Ladies and the garden constituted the “feminine” part of the Castle, the residence reserved for Beatrice d’Este and its ladies. It had to be richly decorated with frescoes by Bramante himself. The courtyard that came to the loggia level in the past was the favorite place for the Duchess’s entertainment and was known as the Duchess’s Garden.