The brand name is surely 'Biondi'.
The Italians cannot pronounce Bl but Bi, not flori but fiori, not clara but chiara, not blanca but bianca...
Having studied a little Italian back in the days that's what I first thought too, especially that it's quite hard to read, and small "L"s are generally easily mistaken for "i"s. But did some research and it is in fact "Blondi" being a family name, their history goes all the way back to 1897