Amaro 33: A Contemporary Twist on Traditional Liqueur

YG Design's Innovative Approach to Grappa-Based Liqueur Packaging

The inspiration behind the packaging design was to blend the classical codes of grappa-based liqueurs with a contemporary touch. As a new product of the distillery, it was crucial for Amaro 33 to stand out at selling points and communicate to the public that it is not a traditional distillate. The packaging was designed to appeal to the target demographic, resulting in an attractive and modern design.

Amaro 33 is the spearhead of a major update for the manufacturer, improving the distillery's profile compared to other traditional-style products. The goal was to position this product in the world of high-quality amaros, with an innovative stance, aiming to be seen as contemporary, functional, avant-garde, and simple.

The packaging substrate is plastic, with the printing process involving flexography, screen printing, foil stamping, and glow in the dark techniques. The design team used a typical hip flask as a base, which was modeled in shape and details with texture on the front and back. The label appears elegant and contemporary in the daytime, and at night, it glows, showing the brand name in the dark.

The project faced several challenges, including entering the world of distilled beverages and designing an attractive and unusual label. The team used innovative techniques to highlight that Amaro 33 is not an ordinary Amaro, using glow-in-the-dark ink to represent the unique hidden flavors. The final challenge was designing the bottle, which resulted in a unique shape, color, and style, different from the ones previously used at the distillery.

The design was awarded the Golden A' Packaging Design Award in 2018, a prestigious recognition granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. These are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.