Metauro Identity: f.i.u.m.e.

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f.i.u.m.e.

Identità del fiume Metauro

f.i.u.m.e., federazione italiana un metauro enogastronomico, is the identity project of Metauro, the bigger Marche's river, in center Italy. We've choose this river because of its famous and glorious past. Here have been fought two main wars of the italian story: The Battle of the Metaurus, during the Second Punic War in the III Century b.C., and a clash in 1944 between Churchill's troops and the Germans.

Looking around, in the Valley, these events are the only identity elements, so in order not to be trivial, we have looked for other inspirations about the project. A constant element that always remember the Metauro presence is the street signage: we become aware and admire a river (or a mountain, or other) only when we read its name on the insignia, in a particular way when we talk about Metauro, which now is smaller and grayer than the glorious time.

This identity project is a critique on the distance between the river, his product and his service, the anonymous street signal as mark for the river is a contextualisation that won't raise interest of the users.
This sign, compatible with every rivers, has been linked with one typical Metauro's identity yet alive: context of the wine and food of the Marches.
f.i.u.m.e. represents the river and the wine and food companies of the Valley connected to him.