When building our brand and concept — choosing a name and designing a logo — our greatest challenge was in communicating the essence of Milano. We wanted to embrace the city’s history and modernity at the same time. For this reason we chose “Ambrogio,” a name that has deep meaning to all three of us. Ambrogio, an archbishop in the 4th century, is the patron saint of Milano and a symbolic figure. He represents a city of pride, a city where people feel first and foremost Milanesi (citizens of Milano). We strongly believe in the importance of our roots and are proud of our heritage.
The number 15 at the end of our name represents the diameter of our pizzas: 15 inches. Much wider and thinner than traditional Napolitan pizzas, the number symbolizes the reinvented recipe and our customized formula.
In our logo, we decided to create an authentic and traditional yet innovative design, using figures that would convey the history of Milano, its memory, and visual metaphors. The result is a contemporary design that looks to the future without forgetting the past. For instance, the “A” is a reminder of Alemagna, a historical pastry shop opened in 1933 in the Duomo Square that later became one of the most famous confectionery firms in Italy. The red “M” comes from the Milano metro, inaugurated in 1964, whose signage won several international design prizes including the “Compasso d’oro.” The crossed “O” represents the diameter symbol.
The remaining letters take inspiration from signs found around the small, pebbled streets in downtown Milano and from signs in the modern business district, where contemporary architecture shows a different side to the Italian metropolis. We were inspired by bars like Bar Basso, where the Negroni cocktail was invented, clubs, restaurants, publishing houses, artisans, fashion stores, and other aspects of the Milanese collective imagination.
Through our logo, we intertwine the recent history of our magnificent city with our own product and concept, giving our name a deep, personal meaning.
When we were developing our concept, we decided we also wanted to stand out through our selection of wines. For this reason, we brought a new kind of Italian wine to San Diego: natural, 100% organic, biodynamic wines. Biodynamics, the oldest green agriculture movement, is a winemaking method developed by the philosopher Rudolf Steiner. Steiner, predicting the risks associated with the use of chemical weed killers and fertilizers, designed a technique that prioritizes the harmonious interaction with cosmic forces and the various elements of nature. To follow his method, wine producers must aim for self-sufficiency, try to work with celestial cycles, and use biodynamic preparations in their compost and biodynamic sprays on their crops, all of which restore soil its natural fecundity.
This holistic vision of conscious observation and interaction is necessary to achieve a complete understanding of agricultural reality. It combats farm degeneration and restores the balance between climate, seasons, plants, animals, and mankind. Biodynamics is one of the most efficient ways to promote biodiversity, protect the environment, and eliminate damage to human health caused by the indiscriminate use of chemical products in agriculture.
Respecting the environment, learning to consider the surrounding atmosphere, and having an awareness of what it means to work in accordance with the laws of nature facilitates the recreation of a natural habitat. This, in turn, encourages the existence and development of vital elements.
Biodynamic wines, for their organoleptic qualities and through laboratory analysis, are consistently classified as absolutely excellent. These wines present unique characteristics and fully express their “terroirs,” which leads to new perspectives on the sensorial approach and greater knowledge of wines for connoisseurs.
Ambrogio15 biodynamic wines come from a consortium of small-scale wine makers. Called CoViBio, the coalition represents six different Italian regions and focuses on biodiversity, sustainability, and natural agriculture. All the wine is produced according to the scientific criteria of the modern biodynamic method that Rudolf Steiner handed over to farmers in 1924.
Dough is central to the pizza-making process. As we needed a special recipe to create a tasty and nutritious dough, we chose stone-ground, organic Petra flour from the Molino Quaglia, located in Veneto (North-East of Italy). Petra flour is popular in Northern Italy, where it is used for the preparation of the highest-quality gourmet pizza. The wheat is crushed to maintain, unaltered, all its components, including precious wheat germ. It has fermentative faculties, a high absorption of liquids, and better nutritional values than other dough. This 100% Italian Good Wheat transfers to the bread in taste and the aroma.
The different organic Petra flours range from 1 to 9 according to the properties of the flour. The flours are used in a indirect dough process called BIGA, where water, flour, and yeast are blended in specific proportions to remain dry during a fermentation process of up to 48 hours at controlled humidity and temperature. Then, according to the type of gourmet pizza or focaccia, other ingredients are added. This long process enables the dough to release its full flavor while maintaining important nutrients.
The organic Petra flours, in particular Petra 9, are extremely rich in dietary fibers, vitamin B1, phosphorus, and iron. The flours have RDAs (Recommended Dietary Allowances —nutrients that are required to maintain good health) between 17 and 34 percent. They are GMO free, contain several enzymes and minerals that make pizzas easier to digest, and combine ingredients that result in a more balanced nutritional profile. In fact, dough made with organic Petra flours has only one-tenth the fats found in traditional pizza dough.