In Italy, they don't say "good luck" but rather "In bocca al lupo!" which directly translates to "In the wolfs mouth". Weird, right? Well, in Rome they believed it was a good wolf who saved Romulus and Remus from the Tiber River, making the wolfs mouth a safe and secure place. And so, when someone says to you In Bocca Al Lupo, the only way to respond is "Viva!"
To add to the authenticity of the brand, I wrote all the copy in Italian. This also speaks to who I am as a designer, as I value language and travel, and include influences of this in my work.