Cunti dalla terra | Sebastiano Cullemi

About

Cunti means “tales” in Sicilian dialect, and it is a brand of artisan sweet spreads, jams and preserves built around a mythical story.

The story follows Nia, daughter of a man and a goddess, who crosses the fields of Sicily with her loyal raven in search of old flavours.

I wrote the legend, made the raven the brand’s symbol and built a full visual system of colour palette, typography and illustration. The identity carries over to digital, with the UX/UI of the eCommerce site completing the system.

The pyramid of values

A brand’s values define how a brand behaves, how it decides and how it relates to people, before anything it says or sells.

They are working principles that guide behaviour, strategic choices and tone of voice.

The brand archetypes

Archetypes are universal models used to describe the behaviour and the personality of an individual.

Applied to branding, they help communicate a brand’svalues, its aspirations and its essence clearly.

50%
The Magician
Personality
Creative and mysterious, makes real what seems out of reach. Sparks wonder through a vision of its own.
Strengths
Turns ideas and visions into reality.
Weaknesses
Can raise suspicion or come across as cryptic.
30%
The Explorer
Personality
Loves the journey, the unknown and freedom, drawn to adventure and discovery.
Strengths
Encourages change and discovery.
Weaknesses
Risks underrating the dangers.
20%
The Sage
Personality
Dependable and thoughtful, its knowledge is a beacon for anyone looking for answers. Offers a clear view and guidance grounded in logic.
Strengths
Offers dependable guidance and knowledge.
Weaknesses
Can come across as distant or know-it-all.