A Chef’s Global Homecoming
Via Roma tells a pizzaiolo’s homecoming story – a culinary wanderer who chose to return to his ancestral Molise village in Italy. Inspired by his signature dishes, we shaped a brand that honors tradition while expanding beyond it.
Taking a “New Italian Dolce Vita meets Disco Roma” approach, the Via Roma identity ferments local heritage with global perspective, creating something familiar yet more complex – a visual story that, just like his pizza, is authentically Italian but elevated through broadened experience.
“The magic of Via Roma was in the contradictions – something simultaneously nostalgic and forward-looking. We found ourselves designing not just for today’s diners but for generations of gathering. The sticker graphics became our playground for adding unexpected joy to something rooted in such deep tradition.”
Tomi Nelkin Fantini, Brand Lead, TEC
