Italy is the country of the aperitivo, and where there is an aperitivo there are always chips. It is a huge market, which is becoming premiumized and where there is a natural propensity for novelty. The need to be perceived as contemporary has accelerated the evolution of the category’s packaging, which must be impactful but above all must always express a brand identity, belonging to one of the 3 main players in the Market.

Amica Chips is the perfect follower, challenging, constantly playing a game changer role in communication. It recently created scandal by using porn actor Rocco Siffredi as an expert of potato chips and a few weeks ago with a commercial featuring some nuns that created an uprising from the more conservative Catholic community.

For the 2024 redesign of the Eldorada premium line, Amica Chips created a pitch among some of the leading packaging design agencies. The Optimist won with a simple and straightforward concept: Eldorada, l’Amica d’oro (The Golden Friend).

It overshadowed the Latin/Mexican tone of the word eldorada, which played on the promise of heavenly taste with the word “dorada”, meaning perfectly fried.

The background became blue, the brand’s historical color, with the claim highlighted in gold. The chips are depicted inside a wrapper that echoes the aesthetic stylistic style of street food. The packaging, made with 30 percent from recycled resources, has a matte varnish that offers a pleasant feel. The back, with an extensive narrative, echoes the product plusses: 30 percent less fat, selected potatoes of the best quality, low-temperature frying, high thickness.

The impact on the market was remarkable, a blue and gold stain on shelves where competitors play with white and yellow created real perceptual “islands,” spaces that quickly became empty