Amarico Te Mahi Matua: Te Kōpaki Aperitif by Radoslav Dostal

Amarico Te Mahi Matua: Te Kōpaki Aperitif by Radoslav Dostal is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Takai Competition Category.

HiriwaTakai· 2021

Amarico Te Mahi Matua: Te Kōpaki Aperitif

by Radoslav Dostal

Client: Amàrico

A' Design Award Hiriwa Winner in Takai Category

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Colors

The Design

About Amarico Te Mahi Matua: Te Kōpaki Aperitif

Ko Amarico he hoahoa tapanga me te kōpaki i hangaia mō tētahi aperitif Itāriana. E whakamahi ana te hoahoa i ngā tauira huarākau hei whakaata i ngā kai kakara, matatini me te māori o te inu. I tāia ngā whakaahua ki ngā penihira matihiko, ā, i whakaritea ngā otaota takitahi ki tētahi whakahiatotanga whakaata i whai wāhi ki ngā toi whakapaipai. He momotuhi ā-ringa hou o ēnei rā e haere tahi ana me ngā whakaahua. Kotahi te tapanga e takai ana i te pōtara me te hono i te moko me te kupu kua tāraro ki ngā tārai kōura o ngā otaota. E 70 mā te 70 mā te 240 mitamano te rahi o te pōtara.

The Recognition

About the A' Design Award Hiriwa

Ko Amarico Te Mahi Matua: Te Kōpaki Aperitif te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Amarico Te Mahi Matua: Te Kōpaki Aperitif he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Amarico Te Mahi Matua: Te Kōpaki Aperitif he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The design channels the inherent aesthetic properties of the product, through careful use of botanical motifs which instinctively channel its fragrant, complex and natural ingredients. These are encapsulated in the elegant illustrations and contemporary hand made fonts which augment and harmonise the aperitif's essence and ambience.
Dimensions & Packaging: 70 mm x 70 mm x 240 mm
Tags: Conceptualisation, packaging, graphic design, illustration, aperitif, historical, authenticity, food & beverage, traditional
Production Technology: When we began conceptualising materials, our thoughts progressed to the product's sensory essence. After contemplating its lightness in taste and aromatic natural ingredients, we decided on the similarly ethereal medium of digital crayons. Individual herbs were assembled into a mirror composition inspired by decorative art. Meanwhile, many texts led to us creating one label to embrace the bottle, with gilded outlines of individual herbs, joining logos and highlighted parts of text.
Design Challenge: The creative challenge was around how to marry the multiple elements and characteristics into one prestigious, evocative and authentic brand. Regarding external factors, the product is of course alcohol based so required careful positioning, which we achieved by balancing with the use of natural ingredients and eco friendly packaging. As development evolved, we used these differing elements to bring together the social spirit of fun, the deep sense of wellbeing, and the rich tapestry of history.
Research: Research involved exploring the roots of the product's brand, its symbiosis with the La Dolce Vita concept, and immersion into the ancient Italian infusion methods. This entailed storyboarding with the product owners, to gain insights about the recipe, and the types of emotions it engenders. It also involved analysing current trends, insights and impacts around aperitif consumption in society, in particular the popularity of other Italian beverages such as Aperol.
Inspiration: The design was inspired by the product's complex aromas and piquancy, which simultaneously infuse and inform the fundamentals of its very essence. At its heart, the devotion to La Dolce Vita, reimagined in an uber modern approach to the aperitif. For our team, naturally this entailed an all consuming deep dive into the philosophy of the Sweet Life concept, and collectively coalescing our thoughts on how to present this timeless blend of indulgence and pleasure.
Project Duration: The project started between Prague and the north of Italy, where Amarico is produced, in December 2019, and finished in December 2020, followed by its global launch.
Operation Flow: The conceptualisation, design and illustration has been carefully crafted to evoke a deep sense of La Dolce Vita between brand and customer interactions. The vivacious imagery, typeface and colours characterise the natural and authentic methods used to create the product, helping to set it apart from others occupying similar spaces in the market.
Patents: n/a
Team Members: Radoslav Dostal, Tomas Nedved, Jan Blazek
Image Credits: Photographer: Julius Filip