During my time working in-house as Senior Designer, I was in charge of the rebranding of Lungarno Collection in Florence.
The work focused on balancing heritage with a more contemporary expression. I spent time in the archives, studying original materials and imagery, using these references to inform a new visual direction.
The palette of deep blue and white reflects both tradition and place, inspired by the Arno river. The logo was developed as a refined monogram, bringing H and L together into a clean and timeless mark.
The project extended across a complete suite of stationery, from paper bags and menus to business cards and guest materials, ensuring a consistent and considered identity throughout.
A quiet process of refinement, where each element is reduced to what is essential.
