VINTAGE: 2020
PROBLEM: All of the Limoncellos from Australia are hipster or authentic Italian.
PURPOSE: To stand out with Italian Limoncello with an Australian twist.
PROBLEM: All of the Limoncellos from Australia are hipster or authentic Italian.
PURPOSE: To stand out with Italian Limoncello with an Australian twist.
The main challenge with designing for an Italian Liqueurs company that focuses primarily on limoncellos was how to differentiate. After countless research on various limoncellos and liqueurs from Italy and Australia, I came to realise a key point of difference. While there were many limoncello products out there in Australia, there were none that came across as typically Australian in any way but rather, focused on being boutique and hip, or classically Italian. I implemented Italian stylistic choices within the visual language, taking inspiration from retro Italian pin up posters and label designs for pasta and other food items. However, the difference was that I contrasted this with world renowned icons from Australia such as the Koala, Kangaroo and Gumtree. I designed two bottles for two flavours, one being a classic Limoncello and other the Cremoncello.
