Celebrating Villani Salumi

140 years: a history within history.

One of the most authentic and long-standing stories in Italian food culture: Villani Salumi celebrates 140 years. From a small shop in Emilia to a symbol of excellence and quality recognized everywhere, Villani chooses to tell this story with its gaze set firmly on the future. The past is a living heritage from which to draw in order to continue creating value. In collaboration with Robilant, an evocative and engaging narrative takes shape, intertwining identity, memory, and vision, and giving voice to the company’s founding values.

140 years - the event logo

Not just a number to celebrate, but a legacy of history, value, and culture built over 140 years. From the “V” of Villani emerges a celebratory volume, from which both ancient and new stories unfold: a sequence of symbols sealing the continuity between past, present, and future. An element that is identitary, emotional, and narrative, the logo strengthens the brand’s heritage, recalling its craftsmanship and family roots while connecting tradition and contemporaneity. The anniversary thus becomes a strategic heritage moment -a milestone for consolidation and renewal of the brand: not an end in itself, but a reaffirmation of the identity of a company that looks proudly to its past, ready to write new stories.

“This is how we do this job here. For 140 years. And this is how we will continue to do it.”

The video manifesto

The video manifesto is a profound tribute to the mastery and artisanal care that Villani still brings to the production of its cured meats today. The intimate and authentic story, entrusted to the voice of one of the master salumi makers, highlights the central role of people and the dedication that guides their daily work. Hands—symbols of skill and passion—become the common thread of a sensory experience in which every gesture tells the essence of the art of charcuterie: care. With delicacy, the video celebrates an irreplaceable manual knowledge, underscoring the strategic choice to place people at the heart of the brand’s narrative, ultimately revealing the secret of such enduring success:
“Because for us, doing things well is a way of caring.”

A tribute to Irma

Looking to the future also means continuing to surprise. Thus Irma mortadella is born: a brand-new recipe paying tribute to the woman who shaped the company’s history. For the launch of Irma, Robilant created a dense and imaginative narrative in which Irma Zironi Villani tells her story in the first person, with all the strength and complexity of her role. A figure capable of combining business and affection, authority and care, discipline and intuition. A woman of her time and, at the same time, strikingly contemporary, Irma emerges as a silent archetype of the company’s identity. The autobiographical, poetic, and deliberately punk narrative frees itself from celebratory rhetoric to become a true cultural act, embodying the values of vision, innovation, quality, and care.

An anniversary that marks a new beginning

Not a simple celebration, then, but an opportunity to express the brand’s most authentic values through refined and meaningful languages. Thanks to its collaboration with Robilant, Villani has transformed a historical legacy into a strategic and coherent narrative, laying the narrative foundations for the brand’s future evolution.