Sebastiano Cullemi

Brand design and digital products

Amaro ZenZero

Brand identity and label for ZenZero, a Sicilian craft amaro made with ginger and lemon.

About

ZenZero is a craft amaro made entirely in Sicily. It brings together ginger root from the Far East, Sicilian lemons and a herbal infusion that closes on a bitter note. The name tells its character: Zen, like a simple and essential philosophy; Zero, like the artificial flavourings, colourings and preservatives it leaves out.

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.

EssentialityNaturalnessBalanceCraftEncounterSlowness

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 Innocent

    Personality

    Simple and genuine, it brings freshness and optimism. It lives without guile and believes in the beauty of small things.

    Strengths

    Carries positivity and authenticity.

    Weaknesses

    Can seem naive or unrealistic.

  • 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 Lover

    Personality

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

    Strengths

    Creates desire and irresistible attraction.

    Weaknesses

    Can become narcissistic or manipulative.

Brand promise

Only ginger, Sicilian lemons and herbs: a natural amaro to savour slowly, after a meal or in a cocktail.

Colour palette

Fusione liquida

#383942

#DBCA74

Concept and construction of the mark

The mark is built from three symbols: ginger, lemon and a drop that holds the extract, the amaro itself, the “liquid fusion”.

gingerlemonliquid fusion

Full lockup

The Amaro ZenZero bottle floating at an angle on an anthracite background, its amber liquid backlit

Bottle concept with label

Drawing of the bottle with the arched front label and the back label
Close-up of the ZenZero label with condensation drops on the glassThe ZenZero bottle seen from below, on the edge of an anthracite shelfThe ZenZero bottle head-on, on an anthracite shelf

Full lockup with illustrations

The ZenZero mark over the illustrations of the ginger root and the lemon

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