Figline Valnardo

Divine Paradise

As part of The Brand Stylist Elevate course, we got the opportunity to choose a brief every two weeks to create a brand identity.

High on a Tuscan hillside, just fifteen minutes from Florence sits the stunning VILLA FIGLINE VALNARDO, an 18 roomed agroturismo that owners Ingrid and Paul are lovingly restoring.

The site already contains an award-winning vineyard, an olive grove and highly productive kitchen garden, it already has the makings of something truly special. The area is known for great food, great wine, art and music. Ingrid and Paul are passionate opera buffs and want to share their love of the arts with their guests. They plan on offering painting workshops, opera retreats and developing a spa that offers the finest treatments in a breath-taking setting. Great food, much of it grown in the kitchen garden, will be a mainstay of the on-site restaurant and, unusually for the area, the restaurant will be vegetarian.

Exploring the exciting history of the region my brand execution looks to one of the local area’s most famous creative writers, Dante, specifically his Divine Comedy series of poems. Dante was heavily influenced by the beautiful scenery of the area in which he lived and I looked to Dante’s third realm poem and to Beatrice, your guide through the third realm, Paradiso. Paradiso focuses on Divine love and the belief of Love, Hope and Faith. The villa is set to be a destination for creative souls, and we need a guide to help each visitor find their own Paradiso.

Beatrice will support Paul and Ingrid as they create a villa famed for its food, wine and creativity.

I created the full brand package including the logo creation for the core villa brand, as well as the features within the villa such as the spa. I also gave suggestions on interior design and ideas on how to bring the brand concept to life through every touch point for the customer.