Creative Brief – Masseria Partemio Logo
Noun. masseria f (plural masserie) Large farm, sometimes fortified. Partemio has its origins in the Old Greek language. The name is of the meaning 'having a pure and virginal appearance’. In Spanish – Parte Mio, meaning “part of me”.
Masseria Partemio, is an 18th century Nobleman’s House on 16 hectares (35 acres) with 700 ancient olive trees, some over 500 years old. It was built in 1753, part Moorish, part Neoclassical, it’s a rich man’s country home connected to two stables. Its colours are Pompeian Red and ochre, colours that show power and wealth. A central turret rises three stories high with an engraved emblem of a sun that perfectly captures the mid-day light. It originally housed Benedictine Nuns, so its vaulted ceilings were created to honour the Knights of Malta and are star shaped. The property is in total decay and has been abandoned for 60 years, yet its magical.
Partemio will be restored back to its formal glory into a modern, luxurious B&B and working farm. It will open in 18 months. It will offer luxurious, but understated accommodation (10 bedrooms – 24 guests and have a working farm (herb gardens, vegetables, fruit trees, honeybees, sheep, chickens, goats). The ideology of Masseria Partemio is farm to table, all of the produce grown on the farm will be offered for guest consumption (jams, jellies, cakes, honey, eggs, fruits, salads, etc) and the cooking will be seasonal.
While the main activity is to sight see the beautiful beaches and towns of Puglia, Masseria Partemio will be a place for immersive experiences, depending on the time of year. From wellness and yoga classes, to cooking and wine courses with visits to local farms, to photography, creative writing, painting and fragrance and soap making classes along with bike and walking tours. During olive season, guests can join the harvest and pick and press olives, taking their own hand-picked olive oil home.
Everything on the farm will be locally sourced, from the linens, to the furniture to the plates they eat from, so that clients can see that we are celebrating the region of Salento or Puglia. They can either visit the factory where the items are made and or buy them on site. The soaps will also be made on the premises with the fragrances and herbs that are grown on the farm.
It is important that the logo reflects its history but caters to a global contemporary consumer. The colours of Pompeian Red and Ochre are important and should be incorporated, but can be secondary colours. The sun motif in the main turret should anchor the logo and be a key component of it.
The target audience are Global Nomads ages 40-65 that want understated luxury and choose vacations where you go off the grid and explore local culture. They are not afraid of getting their hands dirty, but do like a great glass of wine and enjoy the comforts of a beautiful surrounding and a deep tissue massage after a long hard day. They are connoisseur's of life's fine things, but are not pretentious. They made their own money and like value but will pay for being their first. They like to be in the know. Our consumers read the Economist, Financial Times, Monocle, Wallpaper, Kinfolk and other in the know design magazines. They read interesting books from classics to those that skew toward intellectual reads rather than bubble gum. They will support up-and-coming cool brands with a purpose and meaning as well as design staples from Brands that offer quality goods - think Orlebar Brown, Toms, Prada, and H&M mixed in. They are very self-aware and secure. Everyone is an equal and they do not discriminate based on gender, sexual orientation, religion, or colour of skin or where one is from. They truly belong to a global tribe.
Partemio will be a modern take on the classic Masseria, and will deliver on discrete yet friendly Italian hospitality, wholesome and fresh Puglian food, sumptuous bedrooms, luxurious surroundings and beautiful grounds. It won’t be showy but will be refined. It will welcome guest from all walks and parts of life and celebrate what is important to them, be it a wedding, commitment ceremony, major milestone, or a reunion with family and friends or simply a quick weekend getaway to re-charge your batteries and take in the Puglian sun.
What you want to do, we can do at Partemio your stay and your activities will remain extremely private and discrete. While kids will be accepted during certain months, we are not a family destination. We are a discrete place where like-minded people can find themselves and connect.
The saying we have is as follows: Masseria Partemio – where the absence of Luxury, is Luxury in itself.