IMO, a great Neapolitan pizzeria is like a gallery for the art of the owner/pizzaiolo. It's very personal, and the name should reflect a significance that speaks to the passion and personality of the artist.
For example, I have contemplated a pizzeria, and I considered naming it “Arrangiarsi.”
I knew nothing of Arrangiarsi before watching this video (vimeo.com/51355523). Doing some reading, I found the definition below, and I’m still captivated. It is very “me.”“Arrangiarsi or the ability to ‘arrange oneself’ is all about overcoming obstacles. Italians love to jump fences, and they do it with an agile grace that people from Anglo-cultures can almost never pull off.
Flies more easily the radar than its English equivalent ‘to manage things’. ‘Manage’ implies the sceptre of command or at least the scrap of a plan. Artisans by tradition and temperament, Italians do not invest much confidence in management. ‘Arrangement’ is much more manual and works for craftsmen, not for kings.
Craftsmen know how to make things look beautiful, and they have transformative powers. They cannot turn stones to bread but they can make them into statues and at least feed the soul. We may not be able to eat this dusty marble, but we’ll squeeze nourishment out of it somehow. This is Italy’s best-loved game. There is no bigger accomplishment than making something out of nothing.” http://www.theflorentine.net/articles/article-view.asp?issuetocId=1472
To me, this speaks to both the peasant history and artisan nature of Neapolitan pizza. It makes me think simple ingredients such as flour, water, salt, yeast, tomato, and even the pork jowl I was criticized for using over at Slice (something truly made from nothing – a part of the pig that is generally rendered) all transformed into things of beauty that feed the body as well as the soul. We actually can turn stone into bread so to speak.
It also defines my personal path to Neapolitan pizza. “Con l'arte di arrangiarsi si risolve tutto.” I have no formal training, but I know that with a bit of ingenuity I can figure out anything.
This is the type of thought that I believe should go into the name of a Neapolitan pizzeria.
With respect to the names you noted, I have a few thoughts:
You want people to know that you pour your heart into your pies (I hope) and when someone asks you about the name, you're going to tell them you got the idea from watching Harold and Kumar Goes to Guantanamo Bay? Seriously? Even worse, your employees will be laughing when they tell your customers where the name came from…
Luna was a city in Italy that was destroyed by the Arabs, or the moon. I’m not sure why you would associate either with pizza – or is it a “the moon is made of cheese thing?”
We have a pizzeria named Dolce Vita pizzeria here in Houston. I always thought the name was lacking imagination.
I think you might have trouble with Dolce and Far Niente wineries (sister properties) if you tried to use that name for a restaurant.
I kind of like the sound of Lucia Pizzeria Napoletana, but again you have no connection, so it’s meaningless and hollow. Not the message to send with a Neapolitan pizza, IMO.
Bufala or La Bufala maybe with very thoughtful branding (no pun intended). It’s a bit risky however given that the name is not that far off from a whole bunch of less than flattering slang terms.