For the launch of La Caletta, its Summer 2026 collection created with Paris-based architect and designer Laura Gonzalez, Acqua di Parma commissioned Frakas, in collaboration with ArtsFor, to design La Caletta: a games and puzzle magazine in three languages (Italian, English and French), conceived as a gift for clients around the world and as a portable piece of the Italian summer.

The collection takes its name from a small, hidden rocky cove: not the postcard image of Italy, but a more intimate place where summer becomes time to spend for oneself. Corals, rock formations and reflections of light shape the bottles, candles and beach objects designed by Gonzalez. The publication extends this idea of slow, unhurried time through one of the most recognisable rituals of Italian holidays: puzzles under the beach umbrella, pen in hand.

The graphic design pursues a vintage feel, starting from the typography. The masthead uses a condensed, Liberty-inspired display typeface, paired with Acqua di Parma’s brand typography, to evoke a sense of old-fashioned slowness. Columns of text, grids and an essential layout create a light and refined language, in keeping with the elegance of the Maison and the colour palette of Blu Mediterraneo.
The 16-page A5 magazine is printed in black and a warm yellow on ivory paper. Inside, crosswords, a citrus word hunt, spot the differences, connect the dots, sudoku, riddles and a coded message revolve around the collection’s fragrance notes, the history of the Maison and the Italian coastline. Frakas also art-directed all the cartoons and illustrations, developed together with the Acqua di Parma team.

The publication became an integral part of Acqua di Parma’s summer campaign, appearing in the collection’s advertising imagery and in its social media video content.