For Grafical’s 40th anniversary, NSG took part in the “We are Forty” project together with three packaging design agencies. The request was to create a celebratory label for a bitter, focused on the history and personality of Grafical, highlighting the printer’s technical skills.
The design, the result of collective brainstorming, is inspired by the anecdotal theme “From the Stables to the Stars.” Initially, thanks to the entrepreneurial intuition of the founding father, Andrea Lonardi, the company’s first headquarters was set up in a family-owned stable. With the success of the business, the determination of future generations to carry on the chosen path, and a touch of luck during a transition that was finalized at the stroke of midnight, the company eventually found its permanent home in a warehouse. Hence, “From the Stables to the Stars,” where the symbolic narrative explores the concepts of time and evolution, incorporating elements from the world of bartending and mixology.
The label offers two interpretations, starting with the vertical perspective, which guides the eye from the ice cube—shaped like a “stable”—up to the circular slice of orange, an essential cocktail garnish that here symbolizes the “star.”
In the horizontal view, the focus shifts to the naming and product designation. The name “Amario” combines “Mario” and “Amaro,” playing with assonance while paying tribute to one of Andrea Lonardi’s brothers, Mario. Lastly, the lettering, inspired by Fortunato Depero’s Futurist advertising posters, blends a vintage soul with a fresh, modern character through bold color contrasts.
The timeless Old Fashioned glass takes center stage, featuring a perforated section that echoes both the shape of a cocktail jigger and an hourglass—the ultimate symbol of time passing. The dark brown background of the paper, combined with the blue lettering, evokes the elegance of 1920s Belle Époque bars and the type cases used for movable type printing.
Enriched with numerous embellishments such as details in four different colored foils, embossing, debossing, nano-engraving, and inserts of screen-printed glossy varnish with Iriodin, the label is designed to be impactful, suitable for a limited edition but also for a marketable product. It is crafted to showcase all the technical capabilities offered, both in the production phase and as a demonstration piece during the celebratory event.
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