Competing Projects 2025
Melphi's la Birra di AmalfiMptdesign
Our project aimed to reposition the product in the premium market segment by creating an elegant and luxurious visual identity, strongly linked to the Amalfi Coast. The label is inspired by the Amalfi Cathedral, stylizing three decorations that represent the three types of beers of the brand. The wrap-around design allows for a 360-degree view, inviting the consumer to freely explore the product. We chose a natural black paper to give a sophisticated look, while the hot foil adds a touch of exclusivity. This restyling has allowed the product to effectively communicate its new positioning, elevating its market perception and strengthening its connection with local tradition. The label thus becomes a powerful marketing tool, telling a story and creating an emotional bond with the consumer.
