Amarico Logo and Packaging by Radoslav Dostal

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DESIGN DETAILS
DESIGN NAME:
Amarico

PRIMARY FUNCTION:
Logo and Packaging

INSPIRATION:
The design was inspired by the product's complex aromas and piquancy, which simultaneously infuse and inform the fundamentals of its very essence. At its heart, the devotion to La Dolce Vita, reimagined in an uber modern approach to the aperitif. For our team, naturally this entailed an all consuming deep dive into the philosophy of the Sweet Life concept, and collectively coalescing our thoughts on how to present this timeless blend of indulgence and pleasure.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The design channels the inherent aesthetic properties of the product, through careful use of botanical motifs which instinctively channel its fragrant, complex and natural ingredients. These are encapsulated in the elegant illustrations and contemporary hand made fonts which augment and harmonise the aperitif's essence and ambience.

OPERATION / FLOW / INTERACTION:
The conceptualisation, design and illustration has been carefully crafted to evoke a deep sense of La Dolce Vita between brand and customer interactions. The vivacious imagery, typeface and colours characterise the natural and authentic methods used to create the product, helping to set it apart from others occupying similar spaces in the market.

PROJECT DURATION AND LOCATION:
The project started between Prague and the north of Italy, where Amarico is produced, in December 2019, and finished in December 2020, followed by its global launch.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
When we began conceptualising materials, our thoughts progressed to the product's sensory essence. After contemplating its lightness in taste and aromatic natural ingredients, we decided on the similarly ethereal medium of digital crayons. Individual herbs were assembled into a mirror composition inspired by decorative art. Meanwhile, many texts led to us creating one label to embrace the bottle, with gilded outlines of individual herbs, joining logos and highlighted parts of text.

SPECIFICATIONS / TECHNICAL PROPERTIES:
70 mm x 70 mm x 240 mm

TAGS:
Conceptualisation, packaging, graphic design, illustration, aperitif, historical, authenticity, food & beverage, traditional

RESEARCH ABSTRACT:
Research involved exploring the roots of the product's brand, its symbiosis with the La Dolce Vita concept, and immersion into the ancient Italian infusion methods. This entailed storyboarding with the product owners, to gain insights about the recipe, and the types of emotions it engenders. It also involved analysing current trends, insights and impacts around aperitif consumption in society, in particular the popularity of other Italian beverages such as Aperol.

CHALLENGE:
The creative challenge was around how to marry the multiple elements and characteristics into one prestigious, evocative and authentic brand. Regarding external factors, the product is of course alcohol based so required careful positioning, which we achieved by balancing with the use of natural ingredients and eco friendly packaging. As development evolved, we used these differing elements to bring together the social spirit of fun, the deep sense of wellbeing, and the rich tapestry of history.

ADDED DATE:
2020-12-17 15:39:10

TEAM MEMBERS (1) :
Radoslav Dostal, Tomas Nedved, Jan Blazek

IMAGE CREDITS:
Photographer: Julius Filip

Visit the following page to learn more: http://bit.ly/34iNF1S
CLIENT/STUDIO/BRAND DETAILS
NAME:
Amàrico

PROFILE:
Amarico creates the foundation of most aperitifs and digestive drinks. The infusion of flowers, cortex and roots are the key elements of the Americano aperitifs. Taste the Italian Dolce Vita through the healthy experience that Amarico offers. Amarico is born from the classic tradition of the Italian Americano, it is an inspiration that brings together ancient infusion methods and blending technics to the modern world where fun and an healthy lifestyle go hand in hand. Amarico is a non alcoholic drink full of complexityand vivacity, a unique aperitif easy to drink for any occasion.

NOMINATION DETAILS

Amarico Logo and Packaging by Radoslav Dostal is a Nominee in Packaging Design Category.

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AWARD DETAILS

Amarico Logo and Packaging by Radoslav Dostal is Winner in Packaging Design Category, 2020 - 2021.



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