Italian amaro Branding
Amaro Baro
Art direction and brand identity design for Amaro Baro by @diegoserpico Mr. Baro (“baro” means cardsharp in Italian) is a gentleman from another era, with a sly, knowing gaze – always ready to play the right card to win. The project features a double label. The top label, with the cardsharp’s eye, wraps around the bottle and “reveals” the card suits as it turns, creating interaction. Each bottle also includes a neck tag with “the cardsharp’s card,” illustrated in the classic poker-card style with a contemporary twist; it detaches and becomes a keepsake gift. The primary typography is based on @fontpopulista, a project that pays homage to the vinyl adhesive lettering typical of Italian hardware stores, commonly seen on shop windows and signs in the ’80s and ’90s – often slightly misaligned, with a highly recognizable, popular aesthetic. The packaging is screen-printed, and the boxes – when aligned – can recompose the cardsharp’s face. Illustration & motion design: @dariogenuardi_illustrations Photography: @aury.scotto Motion design: @russovittorio98
