Amarcor
Brand Identity
Art Direction
Packaging Design
Amarcor came to me with a blank slate and a clear starting point: Fellini’s Amarcord — its warmth, its nostalgia, its sense of a small Italian town remembered rather than researched. Not something to copy, but a mood to build from.
That mood shaped the name, and it shaped the typography. I hand-drew the logotype and tagline, taking loose cues from the kind of playful, slightly imperfect lettering you’d see on an old Italian film poster — the organic tagline especially gives it a handwritten, personal feel rather than a corporate one.
The logomark takes the brand’s initials, A and C, and folds them into the shape of a heart — a simple way of putting care and origin at the center of the identity, literally.
Color is used to separate the range rather than dress it up: deep red for the classic balsamic, gold for the aged reserve, and a white-and-green band for the Condimento Bianco — together nodding to the Italian flag without spelling it out too literally. It’s a system that lets each bottle read clearly on a shelf while still feeling like one family.
With the logo and brand foundations in place, I moved on to packaging and the printed catalog — extending the same type, color, and tone across labels, bottle details, and pages, so the product on the shelf and the story on paper feel like they come from the same hand.
The result is a brand that carries its Italian identity naturally, through name, type, and color, rather than through the gold foil and heraldry so much of the category defaults to.
