In 2015 the Venetian ILTA Food SpA – an Italian company that has been selecting and selling vegetables and cereals worldwide for over 40 years – has founded Amío.
Labis Design, in collaboration with ArteficeGroup, has developed, from every stage of Brand Language Design, the construction of the new ILTA brand. The work started from the conception of a name for the brand, through the development of all visual identity, strategic planning for the launch of the brand in the market and its packaging lines.
The work of choosing a name for a brand establishes a direct relation with the positioning intended by it. A planned name has the ability to win customers and boost new business. Having an effective name and communicating the positioning is highly relevant, as one of the most important functions of naming is to reinforce a main attribute or brand differential.
In the case of Amío, the idea of the name arose from a typically Italian expression, in the case “A mio modo”, which means “in my own way”. The name Amío is in harmony with the musicality of the Italian language.
It is a short and memorable neologism that defines a new form of vegetables and grains to be: personal, joyful and amazing. America is a touch of color for a product category that needs personality and flavor.
The words that governs the concept created for the Amío is: Passion. Quality, taste and typically Italian characteristics should be apparent to subvert this niche market and innovate. The brand of legumes and cereals needed a concept with an international scope and did not lose the essence of the Italian soul. So, what is more comprehensive than love? The simple approach of the Amío concept adds to the brand a proximity to its consumer, because it makes us understand that the brand works mainly to demystify this type of food, using a super young, simple and welcoming concept, besides transmitting the Passion for its quality raw material.
We created the brand’s Visual Identity thinking about the image that Amío would like to pass on to its consumers as a whole. The Visual Identity brings a more artisan, rustic air and the main idea was to give a refined touch to all this. The iconic presence of the products is interpreted in a lively and modern way, which marries well with lettering, which was developed in an original way and intended for a curious audience and aware of what it consumes.
Passione Per I Legumi is the signature and message of Amío. This expresses the Italian passion through the beauty of the colors, flavors and fragrances of a culture that is recognized worldwide for its gastronomic appreciation.
In addition to name, concept and visual identity, Labis Design in partnership with ArteficeGroup also developed the packaging for Amío products. Its products are divided into two lines:
Selection From The World, which is nothing more than a world-class selection of high quality legumes. Has the background color in a warmer tone, because it causes a great impact being easily recognized on the shelves;
Its color range just below the mark, refers to the actual color of the product, which increases its recognition and facilitates consumer understanding. On the back of the packaging, there is a space with a suggestion of exclusive recipes to maximize the flavor of the legume, as well as a map with the origin of the product, emphasizing the origin and the rigorous process of grain selection.
Biological Selection: The most exclusive legumes on the Italian market, illustrated through a fully traceable label, which presents its manufacturers and premium product origin. Has several characteristics found in Selection From the World, however, its packaging gained a more refined air when the chosen coloring tone was black. This color was chosen because we believe that it is the face of the premium product Amío offers in this line.
In addition to color, this packaging relies on the concept of total traceability of the product, which indicates exactly who is the Italian manufacturer of that legume, giving more security and information to those who are aware and care about the source of what they consume.
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