Vivente Colletivo - Brand Identity

VIVENTE COLLETIVO

Vivente Colletivo is the brand identity for a dining and community space in the Mattatoio in Rome, Italy. A dormant space has been reimagined in this interdisciplinary project with interior designers. The Mattatoio area was formerly a slaughterhouse, and now is a place filled with potential waiting for reinvigoration. Five venues: a Michelin Star restaurant, a bakery, a kitchen lab, an event space, and a bistro were designed and branded to operate in this space. A full brand identity was created with logos, typefaces, colors, and branding materials. Branding for two of the five venues were extensively developed.

GUIDING WORDS

Our design is founded upon the philosophy of Il Convivio and Angelo Troiani. Inspired by the Latin meaning of “convivio,” which means to live and share food collectively, the name embodies a philosophy where the physical food is only a part of how a meal nourishes the soul.

COLOR PALETTE

VENUE NAMING

Each of the venue names are two Italian words combined together. Each name represents the brand's personality. An adjective and noun are integrated together for each new name. The adjective starts the word, relating to truth and honesty, and the noun ends the word, relating to each venue purpose.

LETTERING

The logotypes are derived from the font, Volina, in five different ways.

FIVE LOGOS

The five brand logos are designed to function as a cohesive family while expressing the unique character of each space. They are unified by core visual elements: script lettering, a shared color palette, and a simple sans serif font.

Together, consistent typography, color, and visual rhythm maintain cohesion across the brand, allowing each logo to stand alone while clearly belonging to one recognizable system.

BRAND BOOK

A 98 page brand book was created with specific sections for the brand concept, strategy, naming conventions, logo use, typography use, color use, and brand application examples.