The opening of Mercato Centrale of Rome has a precise goal: showing a new way to talk about food. For this reason, in the launch campaign we re-started from the basics: the spelling book. New signs, handwritten to build an ideal link with artisanship, the very soul of Mercato. Just a few words, the essential ones, no useless crowding of letters and repetitions. The opening’s announcement becomes a broken down sentence, to read while it surfaces from erasures that cut down the too-much. The meaning is essential. Innovative, unique, unrepeatable.