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Pirelli 2013 Annual Report by Cacao Design


Production Method




Cacao Design

Mauro Pastore
Masa Magnoni
Alessandro Floridia
Paola Veronesi



Grafiche Antiga

Pirelli’s annual report literally reinvents the wheel with a container that stands up on its own, begging to be taken for a spin.  




Quantity Produced

800 pieces (500 italian + 300 english)

Production Cost

Production Time

3 weeks

Dimensions (Width × Height × Depth)

Page Count

ITALIAN: (vol.01 336 pages / vol.02 112 pages / vol.03 208 pages =) 652 pages
ENGLISH: (vol.01 256 pages  /  vol.02 112 pages  /  vol.03 208 pages =) 576 pages

Paper Stock

Cover: Fedrigoni Sirio Black
Interior: Fedrigoni Arcoprint Milk White
100 g/m2

Number of Colors



1 UV


Perfect bound


Museo 300/500/700


Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design
Pirelli 2013 Annual Report by Cacao Design ---

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Project Description

The innovative binding solution for this annual report -- or rather this design object -- is a response to Pirelli's requirement to convey a completely abstract concept, one of the key values of the brand, and one which is particularly relevant to this document: namely, talent at work. That of Pirelli's own human resources as well as that of the 10 young international talents who were invited to "reinvent"€ the wheel through their different disciplines. In the pages of the various volumes that comprise the report, their intuitions are revealed, and the container itself also needed to express the nature of this creative workshop, an embodiment of the concept of "spinning the wheel"€. For those who know the story of Columbus's egg, there is perhaps nothing new in this idea. But as Columbus himself allegedly replied to those who, on seeing his egg stand up after he had dented one end of it, complained that they could have done the same thing--the difference is that I actually did it!

Technically, the three volumes that comprise the report have a cut across their bottom left corner, allowing the container to remain "magically" balanced. A clear visual metaphor for an innovative and unexpected wheel, naturally featuring the Pirelli logo, whose inclined position makes it appear to spin.

A dynamic and original treatment for an annual report which, like Pirelli, is not only about numbers but also about values such as innovation, creativity, intuition, commitment and passion.

Production Lesson(s)

The idea was great, but finding the right angle for the left bottom corner was not that easy... we're designers, not engineers! At the end we solved the problem easily, thanks to a plumb line which starts at the top angle of the inclined box: the diecut line is perfectly perpendicular to it.”

Post Author

Author Picture

Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 20, 2014


Filed Under

Annual Reports


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

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