Amaro Lucano

After more than 100 years as a major presence on the amari market in Italy, Amaro Lucano leads the sector. In order to emphasise its role, its visual identity has been updated through a very sensitive study aimed to establish the proper balance between a fresher look and its strong, long-established consumer base, especially in its home region.

The main colors (yellow, red and green) together with the lettering Amaro Lucano are very typical product image elements and therefore were only slightly modified to improve their brightness and legibility. The restyling of the composition’s main components, such as the countrywoman, raises the image’s quality to a new level, gives the whole composition a more modern look and sets it in tune with the present day.

"How to refresh an icon of tradition"