How Fainà Transformed a Ligurian Street Classic into a Bold Milanese Brand
Bringing Liguria’s most iconic street food to Milan — with a visual language as bold as its flavor.
In Liguria, farinata is ritual. Baked in large copper pans, sliced into irregular triangles, eaten standing with paper wrapped around your hands — it’s everyday life. Made from chickpea flour (or wheat flour in Savona’s version), it doesn’t try to impress. It simply exists: honest, essential, territorial.
Transplanting something so rooted into Milan could have become a nostalgic copy. Instead, Fainà Milano chooses reinterpretation over imitation.
Located on Via Savona — a subtle nod to Ligurian geography — the concept translates coastal memory into a clear, urban visual system.
Designed by
@irenesalvadeo the identity builds a bridge between places through color, typography, packaging, and motion. Rather than leaning on rustic clichés, the brand embraces contemporary boldness. A saturated Mediterranean blue evokes sea and sky in an urban key, paired with crisp white and black linework. The result feels confident, young, unmistakably Milanese.
At the center is the seagull, illustrated and animated by Ester Zirilli
@ester.psd . A familiar coastal presence, it becomes more than a symbol — it becomes a character. Clean, linear, slightly playful, it carries personality without turning cartoonish. It moves across packaging, cups, loyalty cards, and motion graphics, tying everything together. A mascot — with restraint.
