Amore Mio is a ready-to-drink wine-based cocktail line created for a dynamic, emotionally driven segment where purchasing decisions are often spontaneous and visually led. The studio was tasked with developing a design language that captures the feeling of summer and dolce vita while maintaining an accessible price positioning. The key challenge was to ensure the product feels light, joyful and appetizing without appearing cheap or overly decorative. The identity had to work instantly on shelf, clearly differentiate flavors and function as a coherent system across the entire range. From the outset, we focused on clarity of structure, strong visual rhythm and immediate recognizability, allowing the design to communicate mood and character within seconds.

The visual concept is built around bright color differentiation and rhythmic striping inspired by the patterns of beach umbrellas and sun loungers along the Amalfi Coast. These stripes introduce movement and energy, creating a sense of sunlight, warmth and relaxed coastal atmosphere. Expressive yet controlled typography anchors the composition, giving the brand a confident voice while preserving its playful spirit. The clean label architecture keeps the design contemporary and structured, ensuring legibility and consistency across different flavors. The vibrant palette enhances flavor perception and supports impulse appeal, while the unified system strengthens shelf impact and brand memorability. The result is a visually engaging and commercially effective identity that balances accessibility with a confident, well-considered design language, positioning Mi Amore as an easy, joyful choice for summer moments.