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207 amaro locale
Packaging that interprets the values of "Made in Italy"
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A packaging Crafted to Celebrate Italian Spirit
207 Amaro Locale is a tribute to the modern concept of Italian bitter, and to the values of “Made in Italy”. Launched at the end of November with a series of events in Naples, Rome, Florence and Milan, this premium product by Pernod Ricard Italia entered the market after a long search to mix new flavours and aromas from different parts of Italy. Amaro Locale represents every part of the Italian territory, becoming “local” in all places, as well as a tribute to Italian contradictions, bringing together sweetness and bitterness, modernity and history.
Elevating Tradition through Thoughtful Design
The project did not stop at the creation of primary packaging alone. The presentation of Amaro Locale in Italian haute cuisine with dedicated menus created by the chefs and cocktails by resident mixologists led to the exhibition of the product through a hexagonal oak wood Glorifier, completed by the natural strings that wrap and hold the bottle. It is a true jewel that manages to present the product, enhancing its spirit, which is historical and at the same time modern. Next to the Glorifier, we find the “bitter experience kit” with a tray in painted oak wood and personalised with laser engravings, Logan glass by Berlin Packaging and branded Amaro Locale plus spices: everything you need to mix the bitter, creating new horizons of flavour and enabling the best resident mixologists to express their creativity.
The entire project, from the bottle to the glorifier and the “bitter experience kit”, was designed and created by the Studio One Eleven team, which was able to perfectly interpret the customer’s needs and give the right value to the launch of this magnificent product.
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