Vivo Firenze: Brand Identity for a Florentine Lifestyle Brand

A Florentine lifestyle brand needed an identity that celebrated the city's heritage while feeling contemporary and energetic. The name "Vivo" (alive, vibrant) demanded a visual language that reflected its spirited essence.

The challenge: reinterpreting a historic symbol like the Florentine lily without appearing touristy or rhetorical, creating an image that works for both the local and international markets.

→ Logo Design: Modernized Florentine lily — redesigned with geometric circles and symmetrical curves, topped by a circle that gives it a figurative, human quality. Bold rounded sans-serif wordmark. The lily works both as an icon and as a large-scale super-graphic.

→ Colour System: Warm orange monochromatic palette — energetic, Mediterranean, and optimistic. White for contrast. Peach tints for light-background applications. A bold colour choice that is impossible to ignore.

→ Visual Language: The lily appears as an oversized, semi-transparent watermark across layouts, creating rich textures with minimal elements. Clean compositions with generous white space.

→ Typography: Rounded bold sans-serif throughout — modern, accessible, and no-nonsense. Consistent across all applications.

→ Complete Brand Book: 17 pages of guidelines covering logo construction, colour system, typography, and application examples.