Giardino delle Rose Rebrand
History
The Rose Garden came to existence in 1865 when Architect Giuseppe Poggi was commissioned to develop the left bank of the Arno in honor of Florence becoming the capital of Italy (previously Turin). But it was Attilio Pucci who transformed it to a garden with his collection of roses.
Later in 1998, a Japanese garden was added as a gift by Florence’s twin city, Kyoto. It was designed by master gardener Yasuo Kitayama, and has been a corner of Japanese tranquility ever since.
A special selection of sculptures were later added in 2011. The garden has housed 12 bronze sculptures by Belgian artist Jean-Michel Folon, donated by his widow. Folon was an admirer of the city of Florence, and in his honor the sculptures remain in his memory.
Current Brand Problem
The Giardino delle Rose currently lacks a cohesive visual identity. There is no official logo, no unified branding, and minimal online presence beyond a generic government listing. Within the garden itself, outdated signage, unclear maps, and poorly marked entrances fail to reflect the garden’s serene atmosphere or guide visitors effectively. This absence of identity diminishes the garden’s potential as a celebrated cultural and botanical space within Florence.
Solution
My goal was to create a timeless and elegant brand identity for the Giardino delle Rose. One that embodies its peaceful spirit, lush botanical beauty, and historical significance. Through the development of a cohesive visual system, including a logo, refined signage, a readable park map, and supporting print and digital materials, the new identity will honor the garden’s connection to Florence while enhancing the visitor experience. It will elevate the garden from a hidden gem to a fully expressed destination — one that feels as intentional and enduring as the city it overlooks.
