Black Sheep Amaro

Project Framework:

_Create a comprehensive, creative brief and brand story that informs a story and supports the target audience.

_Push the depth of exploration, beyond the usual, revealing unexpected approaches

_Consider the physical vessel and how it could be utilized in tandem with the brand story.

My Decisions:

This Amaro exists in a set of three. Beginning with easier flavours and ending in more intense aromas for a gentle introduction to the depth of digestifs.

_Created a purchasable 'kit' for the set of three Amari that fosters learning about amaro

_The kit also considered how the product would stand out on a shelf

_The name Black Sheep represents something with youth, attitude and story - one that doesn't forget its heritage. As well as a product that would stand out in a long historical lineup of traditional label designs.

_To better showcase its heritage while seeming fresh, we included recipes and a surprising die cut sheep on the back that changes colour as the bottle becomes empty.