Amoretti, known for uncompromising quality, manufacture over 1000 delectable gourmet ingredients. They have been supplying world-renowned chefs, patisseries, chocolatiers, presidential and royal palaces for over a decade. With overwhelming demand and praise, Amoretti decided to make a bold move into the retail category with their USDA certified Organic Extra Virgin Olive Oil. When developing new products, Amoretti’s mantra is simple: Perfection.
Studio One Eleven was charged with assisting Amoretti with packaging ‘perfection’ (under the cover of Olive Oil). After an in-depth review of the existing identity, current packaging, competitive set and category vernacular, it was clear that drastic move needed to be made to exemplify Amoretti’s reputation. Studio One Eleven’s Creative Director, Richard Barkaway, commissioned renowned type designer Horst Mickler to assist with the creation of their new identity. Horst produced several meticulously hand-lettered brandmarks, while Richard worked to define a series of options utilizing different decorating techniques and secondary packaging solutions.
The end result is a hand scripted brandmark paired with an elegant amber glass bottle with a stair-stepped pedestal foot and soft rounded shoulder. The label features a detailed silkscreen illustration of an olive branch and a ‘World Pastry Champion’ seal. The slender neck is accented by gold neck label with a subtle matte finish. The retail packaging for Amoretti’s Organic Extra Virgin Olive Oil is enough to make any expensive bottle of wine jealous.
