Dolce Libertà is a luxury fruit liqueur brand, featuring fruit grown within the four central Italian regions; Abruzzo, Lazio, le Marche & Umbria. All these fruits are grown organically and wild, often resulting in unconventional appearances, which has inspired an overarching brand message. Through this, we look to celebrate the individuality of consumers, whilst cultivating funds for earthquake relief in each of the four regions whilst providing greater income for the farmers who have especially struggled as a result of recent earthquakes.

The brand visuals reference the agricultural practices of Umbrian agronomist Isabella de la Torres, who stores her produce in a traditional Catholic church, inspiring visual references to Roman basilicas and stained glass windows. This can be seen in the label designs which consist of a pointed arch shape combined with jovial and experimental figures extending past the label frames, encouraging expression without restriction. Debossed geometric shapes and illustrations of the primary ingredient of each liqueur are also implemented to accentuate the reference to traditional Catholic stained glass windows. The segmentation of the front label adds visual interest whilst the shape of the bottom section references the the triangular portico of the Pantheon in Rome (which has been used as a Catholic church since 609 AD).

The bottles themselves are made of 100% recycled glass, blown into a bespoke and unconventional waved shape that allows for each liqueur bottle to fit seamlessly into one another, illustrating our desire to champion social connection through authentic self-expression whilst referencing the oddly shaped wild-grown fruit. Each bottle is also embossed with a segment of an altered common Italian Idiom, translated to “Drink Well, Laugh Often, Love Much, Express Yourself Always”, further encouraging users to display the bottles together as a set. Furthermore, the bottles all come with a removable round glass bottle topper to produce an even more luxurious appearance whilst resembling the spires of Catholic churches.

Sale and advertisement of the product range resides predominantly online to most effectively appeal to a somewhat younger adult target audience, however, further physical advertisement concentrates in bustling cities full of boundary-pushing and expressive young adults.

This can be seen through the brand collaboration with Milan Fashion Week, in which our brand goal of championing social connection through authentic self-expression is emphasised. This will celebrate creativity and experimentation by highlighting up-and-coming designers with pop-up bars. These Italian designers will all specifically channel ideas of gender fluidity, size inclusivity, experimentalism and authenticity, thus appropriately conveying Dolce Libertà’s brand values. During the event, art installations from local artisans that explore similar themes will also be advertised.