A joyful amaro that resembles love. Strong as a lion, deep as a memory.
The new brand identity of Amaro Guelfo focuses on the contrast between elegance, retro style and the young, dynamic image of the brand, perfectly represented by the product packaging. An alternative, sophisticated way of being and communicating, with vintage references but never old-fashioned, to capture the public through nostalgia and seduce them through a cool style.
Amaro Guelfo is dedicated to Guelfo Ronconi, a beverage expert and great botanical enthusiast, who enjoyed experimenting with recipes using the herbs he grew to create his own infusions and spirits. His grandchildren and friends gathered his legacy and decided to infuse into this spirit all the complex, multifaceted and irresistible character of their grandfather.
The first step was to create a corporate visual that recalls vintage posters and plays with the brand’s graphic elements: textures, colours, decorations. The copy-head is shown through frames that reproduce the squared lines of the bottle, create movement and emphasise, by highlighting them, the terms that compose it. The recognisable bottle and the ingredients of the amaro are the protagonists, as is the signature of grandfather Guelfo, certifying the authenticity of the product.
The visual designed is featured on all corporate and advertising tools of the product as well as used in digital communication. A conscious choice to make it recognisable and memorable for the target audience by exploiting not only originality, but also repetition and viewing frequency.
A onepage website with the product as the protagonist and guides us to discover its many special features.
In the desktop version, the menu is fixed in a sidebar and is there throughout the navigation to always give the possibility of connecting to the e-shop or to go straight to the desired section, for loyal users.
The opening motion graphic welcomes and attracts the user by immediately communicating the style and mood of the brand.
Scrolling down, after a brief but comprehensive product description, the iconic product packaging appears: the bottle, square-based, comes alive as we navigate and, with a fluid zoom, shows us the label with the iconic lion in the centre.
The secret of Amaro Guelfo lies in the recipe: there are over 20 herbs! In the web project we focused on this detail, so much so that we decided to reveal the ingredients one by one!
The scroll activates a scoop that reveals one ingredient after another as you scroll down. The aromas and taste of these herbs are embedded in every glass of Guelfo bitter: cheers!
In the digital strategy, storytelling is the key focus.
The digital communication strategy for Amaro Guelfo has as its main objective the strengthening of brand awareness in the territory where the product is already widespread, followed by regional and national expansion.
The desired positioning, in a medium-high segment, is achieved not only through the use of a formal and polite language, with correct spelling and subtle irony, but also through the creation of original content, photographs and videos of high quality and strong visual impact, created by professionals led by the artistic direction of All Creative, in sets and scenographies carefully edited and finalised with accurate post production.
Storytelling is key to communicating the theme of ‘REMEMBERING’, which is very powerful and stimulating, enabling us to create empathy with the audience through the narrative of a family story, that of Nonno Guelfo, which conveys authenticity and values.
Amaro Guelfo’s tone of voice is elegant and grand, with a touch of irony: deep and sincere messages to convey the warmth of old times, but with a trendy and very up-to-date style.
Verso Guelfo is definitely one of the creative features that has been most appreciated by users: playing on the double meaning of the word, we seek verses from songs and poems that can be substituted with the word Amaro Guelfo, to combine easily recognisable quotations in a fun and original way, with the alienating element of the modified word that inevitably brings a smile to those who find themselves in front of the post!
We select songs and poems, looking for verses that can be replaced with the word Amaro Guelfo.
The collaboration with Amaro Guelfo has just begun! We are sure we will have many more new and beautiful ideas to share very soon.
Visit the website: amaroguelfo.it
