The story behind the name
Why the Phoenix?
The name Rinato is Italian for "reborn." And the phoenix — the mythical bird that rises from its own ashes — has been the universal symbol of rebirth for thousands of years.
The earliest versions of the phoenix trace back to ancient Egypt, where the Benu bird was linked to the sun god Ra. Just as the sun "dies" every evening at sunset and is "reborn" at dawn, the Benu came to represent the eternal cycle of renewal.
That's exactly what we believe about small businesses. A rebrand isn't erasing what came before — it's letting what was always there finally become visible. A new website isn't starting over — it's giving your business the presence it deserves.
Our mascot, Sole — Italian for "sun" — is a young phoenix that represents warmth, renewal, and the light that helps things grow. You'll find Sole on our contact page, ready to welcome you.