Self-initiated concept · Brand identity, packaging and film · 2026
AMARA is not a commercial brand. It does not exist. All copy, packaging and
heritage claims were created for this project.
AMARA is not a commercial brand. It does not exist. All copy, packaging and
heritage claims were created for this project.
The canned aperitivo shelf has settled into one look: pastel fields, illustrated
citrus, rounded type, a promise of ease. AMARA was built to test the opposite
hypothesis.
Bitter is the flavour the category is actually moving toward, and nobody is
dressing it seriously. So I built a bitter aperitivo that behaves like a spirit
rather than a soft drink: printed in one ink directly onto raw aluminium, with no
white label panel to soften it. Dry, adult, slightly severe. It does not promise
a good time. It assumes you already know what you like.
citrus, rounded type, a promise of ease. AMARA was built to test the opposite
hypothesis.
Bitter is the flavour the category is actually moving toward, and nobody is
dressing it seriously. So I built a bitter aperitivo that behaves like a spirit
rather than a soft drink: printed in one ink directly onto raw aluminium, with no
white label panel to soften it. Dry, adult, slightly severe. It does not promise
a good time. It assumes you already know what you like.
