Buongiorno amici and fellow dreamers!
On this fine and sunny day, I’d like to share with you the story behind the logo of Vera Italia. If you’re just tuning in, Vera Italia is a platform designed to connect travellers with locals in lesser-known towns through immersive experiences, designed to spark those moments of wonder and connection.
Real experiences. Real people. Real Italy. My biggest dream yet!
To launch this big dream, it was paramount that the logo captured the whole story. It needed to be something that I could proudly share, something for the project to grow into and something with substance that with a glimpse, it would leave you curious.
In fact, the whole project is designed for people I like to call ‘curious travellers’.
My inspiration from day one has been to capture this wonder and discovery. A little ‘adventure’ if you will. Something that hasn’t been done before! The exact sensation you feel when you approach the Aventine Keyhole, look through and see the breathtaking magic on the other side (you have to experience this for yourself…hot tip, don’t google it first! It’ll make the moment even more magic).
So, taking inspiration from this, the logo concept was always a key’ to unlock the ‘true Italy’ to ‘open the door’ to a new way to experience Italy and at the same time encourage locals to continue their beautiful traditions and give them hope for the future.
One day I hit a roadblock with the logo. I wasn’t convinced or confident that it was where it needed to be. I had pleaded with a good friend of mine who had decided to take a break from graphic design to join the project because I just knew she would immerse herself in the core and essence of what we were aiming for and create something truly spectacular with great substance and meaning.
In fact, when she first showed me our current logo, I was completely consumed in a swirl of goosebumps and my eyes welled up. She had done it! I’m jumping ahead…
When I hit this roadblock with the logo. I was sitting in church one Sunday evening when during the rosary, I looked down and next to my leather jacket, the twinkle of the gold bracelet my Nonna gifted me for my birthday caught my eye.
That was it! What better way to create a logo than with something that incorporates the design of the bracelet my Nonna gave me! It just so happened that this form of cross-flower also reflects the style of the Aventine Keyhole and at the core of the logo is a little spoiler of what one discovers when they look through this keyhole.
Once the structure was all in place, I engaged Manuel to start working on a plan to feature every person involved and share their stories through video. For me, it’s a way to introduce you to the people here before you arrive. For you to watch their video, learn about them and then come to meet them in person for an amazing cultural experience!
It was time to meet the people who humbly keep alive the customs that represent the true and simple beauty of Italian culture. The people who bring colour to the towns and carry forward the traditions that shape the Italian identity.
I call these people ‘Culture Creators’ and it is my pleasure to begin sharing with you the stories of these incredible individuals and how we connected.
It was March 2024. I had my first meeting organised with Antonio & Sandra, a couple from San Nicola Arcella. Manuel introduced me to them and suggested that they would be a great fit for the project. I instantly knew that this couple was a dynamic duo who were doing great things and since we’ve met, what great things they’ve done indeed!
When I pitched the idea to them and explained that we would work on developing the experience offer, I saw Antonio’s eyes light up as he started imagining and describing ideas of what he would like to offer a traveller.
Then Sandra chimed in and I saw the same passion and excitement twinkling in her eyes. We came up with a really special offer at their restaurant i Carnali and from there we also developed a beautiful friendship. They invited me for lunch straight after our meeting and now, I’m so grateful to call them my dear friends.
With our Culture Creators, once we dream up an exciting offering of experiences, we organise to record a video with little snippets of the experiences available. This is probably the coolest part of the whole process for me because as you will see in Antonio & Sandra’s video, the themes that emerge from these interviews bring the very essence of Vera Italia to life from the locals.
Real people. Real Italy. Real experiences. The big dream takes flight!
This amazing couple was the very first Culture Creators to join the project and have since launched their very own line of liqueurs all made with seawater and local herbs - a brand called Spirito Alchemico.
I was sharing their story with a good friend of mine and he said: "Wow, Chiara! It’s like you’re finding all the rising stars.” These two are certainly exceptional rising stars! I can’t wait for you to meet them (and to try their liqueurs)!
To explore the experiences they have to offer, check out: https://www.veraitalia.it/culture-creators/carnali/.
