Inventive fables and modernity
The fables most of us know are a few retellings of the Grimms' collections, but every country and culture has their own tradition. In an effort to preserve the heritage of Italian fables, author Italo Calvino formed a collection of traditional tales from all regions of the country, and we were tasked with producing a trans-media project based on one such tales.
The protagonist coming out of a pomegranate, artist and date unknown.
Moral of the story
Our fable was "L'amore delle tre melograne" (The love of the three pomegranates,
see here to read a synopsis), a fantasy tale where a Prince looking for love finds it
in three magical pomegranates gifted to him and, after numerous roadblocks
of the jealous servant Saracina, ends up happily married.
The fable presented is one of many variations on the same premise, and shares a couple core themes:
• Love as a triumphant force of regeneration
• The cyclical nature of things and rebirth
Sustainability first
In response to these themes we developed a brand of eco-packaging to be used at street markets by vendors, accompanied by a series of sale aides, such as informative sale certificates.
The focus on regeneration and rebirth comes through the theming of seasonal boxes, with a selection of specific fruit that can be grown sustainably and with less needed transportation.
The main feature of the boxes is however the cutouts in the inside of their base, allowing to construct a vase to recycle both the material and the remains and seed of the fruit to start a personal orchard.
Visual language
Branding wise, we decided to reinterpret the main allegorical colours from the fable (red and white) and use them as the main palette of fundamental brand assets (logo, logotype, typography).
The main element of the branding are of course the illustrations, featured at the beginning of the project, meant to evoke the features of children's drawing, thematically connecting to the area of fables but also characterising the brand with vibrancy and brightness.
The name Fruttarè is an amalgamation of the main elements of both the packaging and the story, combining the words Frutta (Fruit), Re (King) and Fruttare (To bear fruit). The styling as Fruttarè allowed us to include the crown symbol as a distinguishing feature of the logotype in the accent, no matter how incorrect it is grammatically.
Made in 2019-2020 at Politecnico di Milano
Project members: Claudia Maria Cutrupi, Luca Desogus, Giulia Lissoni,
Camilla Manna, Giorgio ventura
