Montuliveto: Identity
A friendly and green mascotte connecting people of any age
Client
Services performed
- #Art & creative direction
- #Brand identity
- #Design for print
- #Design for digital
Un parco restituito alla città
Naming & identità visiva
From soccer stadium to green heart of the city: the Montuliveto park is living a rebirth. A group of investors gave Pistoia (a city near Florence) its public park back. The operation included renewing all the greens, creating new areas – such as the children’s and the dog’s area – the opening of a new pizzeria/café inside a greenhouse, and much more.
WE RAD was in charge of the communication: we defined a new identity for the park and for the activities taking place in it. The chosen naming resounds the local pronunciation of the original name – “Monte Oliveto” – and is a key branding element in the different situations you can find in the park: Montuliveto’s Bar, Montuliveto’s Pizza, and so on.
La Mascotte
Micco, l'orso di Montuliveto
The park’s activities are founded on values like sustainability, inclusion and hospitality. We wanted to embody these values in a mascotte, with the aim of enriching the communication.
The “Micco” bear has always been part of the city’s historical banner. His name suggests attributes like foolishness and goofiness. The new Montuliveto bear, instead, is an example for the community living the park: he is environmental friendly, self-confident, somewhat cheeky and serves as the park’s paladin. Inside the park, you will find him dealing with different situations, from fitness to skateboarding, from plant care to family activities.
Palette
Colori naturali per tutte le ore del giorno
Erba Montuliveto
Cipresso Montuliveto
Bianco
Nero
Rosso pomodoro
Azzurro cielo
Arancio carota
Design for print
Un menù per tutti
Montuliveto’s bar is the beating heart of the park. It consists of a circular building (hosting the Italian bar and the pizzeria) and of a big greenhouse (where you can eat and drink surrounded by nature) – the food & beverage offering is wide and quite refined!
To allow the customers to appreciate it best, we designed a single menu, split into time slots. Reading proceeds following an entertaining discovery of the menu, along with different sides of the bear’s personality. Our favorite dishes? The “Colpadidiego” pizza and the “Rossofoco” calzone! And don’t miss the custom drinks with fresh fruits…
