Sebastiano Cullemi

Brand design and digital products

Pumadamuri

Brand strategy, mark design and a label system for a line of Sicilian organic preserves.

About

Pumadamuri brings the fruit of the Sicilian land to the table, turned into organic preserves following handed-down recipes. What the brand is worth is not the product itself, but the love that comes before it: a land, a season, a hand that knows how to wait.

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.

LoveAuthenticityCraftMemoryGenerosityRespect

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’s values, its aspirations and its essence clearly.

  • 50%

    The Lover

    Personality

    Seductive and refined, always at the centre of attention. Plays with mystery and desire.

    Strengths

    Creates desire and irresistible attraction.

    Weaknesses

    Can come across as narcissistic or manipulative.

  • 30%

    The Guardian Angel

    Personality

    Offers unconditional support and protection. Reassuring and dependable, it brings empathy and safety to the people around it.

    Strengths

    Builds trust and solid relationships.

    Weaknesses

    Can be too protective.

  • 20%

    The Everyman

    Personality

    Concrete, practical and available. It favours function and closeness to people. It is the everyday point of reference.

    Strengths

    Dependable and always there in daily life.

    Weaknesses

    Can feel monotonous or short on invention.

Brand promise

We bring the flavours of the Sicilian land to the table, grown unhurried and made with care: organic preserves that tell you at first taste where they come from.

Mark concept

A Sicilian sunset over the sea, hills on the horizon, held inside a circleairlandwater

Concept and construction of the mark

Built from circles alone, the mark draws a Sicilian landscape: the sun, the hills and the sunlight on the sea.

Typography

Proportions

The complete Pumadamuri mark: the symbol with sun, hills and sea above the logotype and the word Sicily

Illustration style

Every product has its own illustration, hand-painted in watercolour on an iPad: almonds, leaves, citrus and herbs rendered in soft, transparent strokes. The label patterns grow out of them, changing colour and mark from one product to the next while keeping the same hand recognisable across the range.

The watercolour illustrations of the range: almonds, citrus, vegetables, leaves and herbs
Two jars of marmalade, Syracuse lemon and orange, on a yellow watercolour groundA bag of organic toasted pizzuta almonds, on a brown ground with the almond patternTwo packs of organic oregano on a dark green groundThe watercolour illustrations of the onion and the tomatoA jar of organic caponata beside its label laid flatTwo jars of preserves in oil, artichokes and dried tomatoes, on a light groundA jar of organic cherry tomato jam over a band of watercolour fruit and vegetables

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