Amalfi says it all in the name – a quintessential Italian beverage with an equally Italian look to compliment the product. Designed to be in the refrigerator case at airport concessions, the Amalfi brand and design needed to be eye catching, memorable and most of all, feel like a relaxing vacation to the coast of Italy. Inspired by old, nostalgic Italy, Amalfi’s design is more classic in its look, yet full of personality through its typography, illustration and patterning that is rich in color to really pop. The luxurious design is inspired by the legendary Italian hotels one would stay at on vacation. The vibrant colorful background is a take on the iconic striped umbrellas that line the Italian resort’s beach front properties creating a sea of pattern. As an additional nod to the legendary umbrellas, a small umbrella icon floats above the logo. The typography and layout are inspired by the hotel’s branded paper napkins one would get placed under their cool, refreshing drink. For the logo treatment, the letterforms create smooth curves with distinct endpoints that allow for unique brand personality and recognition.

The label design also incorporates vintage fruit illustration for added charm and immediate flavor cues to shoppers without having to read the label. An important factor for airport shoppers, who are often running off to make their flight. Lastly, the spectacular color palette is bold, bright, and fresh. The colors were strategically chosen to compliment the eye-catching colors of the soda themselves. Also when in a refrigerator case, bold colors allow for the most shelf standout amongst the sea of other beverages. Overall, the Amalfi brand strikes a nice balance between being modern and retro as well as elegant and playful. It is a timeless design that needed to feel routed in its Italian heritage while not taking itself too seriously because it is soda after all.