ABOUT

Viva Firenze is an artisanal pasta brand inspired by Italian tradition, Florentine culture, and the pleasure of sharing food around the table.

The project was developed to create an identity that feels refined and authentic while preserving the warmth and human character of handmade production.

The Concept:

The name Viva Firenze connects the brand directly to Florence, a city internationally recognized for its art, architecture, craftsmanship, and cultural heritage.

The word Viva introduces a sense of celebration, energy, and affection. Together, the name becomes an invitation to celebrate Florence and the Italian way of experiencing food.

Rather than using predictable culinary elements, the identity is built around a stylized interpretation of the Florentine lily. This choice gives the brand a stronger cultural foundation and creates a more distinctive visual presence.