FIVE WORDS TO LIVE BY… AMORE, AMICIZIA,FAMIGLIA, FORZA & GIOIA
The Italian Job started back in late 2015 but was revised and a new direction was implemented in the start of 2016. The great thing about The Italian Job Brewery is that it is owned by Italians, and we all know Italians have class. The brief was simple to me, 5 Beers, Originality and a class act.
The Italian Job never had a logo, and took it upon myself as an added extra to do one. It’s a simple design, and says what needs to be said “This is ITALIAN”. I chose the shape because I envisioned it as a badge the kind of shape you would see on a classic car, and since seeing it on caps and other branding material it worked out well. The Viglietti Industries logo blending into the badge was to portray the family’s stamp of approval, but not in your face just clean and neat.
When all the labels finally came together I passed over artwork that had come a long way, but even with the frustrations of revisions I handed over something I could be extremely proud of. When I look at the logo above, I see accomplishment and it stands as a final coming together of the main elements. Simply, I wanted it to be classy as fuck, and we fucking did it.
THE LABEL SHAPE & DETAILS
This was the first thing I did, I wanted create a very unique label something that is original and only found that shape through the detail. I knew from the beginning I wanted to implement
Guilloché into the design, and guilloché gives authenticity like no other, it’s in money, passports and neo-classical architecture. Only once I had created the Rosette did the label shape come alive, and gives the label it’s true authenticity.
Amore originally started off as a Lager, but in the final days the client decided to change it to an Amber Ale. The emblem portrays two main elements, Love with the thorny roses, and the clock portrays the time it takes in brewing.
Amicizia means friendships, and what better way to celebrate this than by showing the coming together of two beer glasses in the main element of the emblem. The beer is complimented by wheat and a hop head. I would still have loved to have seen this label in purple in which I reference in a later image.
The main element I felt it important to show a family shield, with a subtle reference to the Viglietti family and give them a label to be proud of when they drink the beer. The secondary elements reference the citrus and floral notes of the Pilsner.
When I think of Forza I think of the Italian National Football Team, because of an Italian friend of mine from Benoni, shouting it aloud in the pub in his Azzuri football top. I really did not nail the image in the first round, but after the revision with beer elements the scale representing the fine balance between hops and citrus pulled it together. Got to love that Blue!
This may sound strange, but on the third round when I got to GIOIA I had Julie Andrews singing The Sound of Music in my head… I got the image of the beginning of the song when she swirls around on the top of the mountain, and that just stuck. So basically the emblem is Julie Andrews swirling with joy amongst Flowers and Wheat, and obviously the colour choice had to be yellow.
Very seldom do I have regrets with final artwork in projects, but I do have two in this project.
- AMORE remained Red instead of Amber.
- AMICIZIA was Purple like in the beginning of the project.
It just comes down to variety of bold colours in the fridge, eye catching colours. All in all extremely happy with the final outcome of the project and certainly love showing it off in my portfolio.