Amarsi è Piacersi
Redefining Wellness Through Joyful Design
Amarsi è Piacersi offers a vibrant, diverse range of functional, free-from, and plant-based products crafted for health-conscious consumers who refuse to compromise on flavour. Having guided the brand’s previous evolution, we understood that shifting the identity from “Amarsi e Piacersi” to “Amarsi è Piacersi” was a small typographic touch that changed everything. The “è” is transformed from a simple grammatical conjunction into a distinctive graphic anchor. It proudly unites self-care with daily pleasure, infusing the brand with an empathetic, human personality. This emphasis elevates a product list into a joyful promise: wellness is no longer an enforced aesthetic standard, but a profound, celebratory balance between body and mind. Loving yourself simply means feeling good.
brand identity, brand repositioning, packaging system
Our design strategy celebrates an energetic, optimistic vision of well-being. We reshaped the brand into an accessible, contemporary, and deeply rewarding experience — a design language that speaks of balance rather than sacrifice, inspiring free, conscious, and happy choices. The new packaging system strikes a perfect harmony: it is clean and structurally essential, yet bursting with confident vitality.
The design system is animated by bold, vivid color palettes and striking macro-photography that champions the pure simplicity of the ingredients. Navigating the range is entirely intuitive: segments like Gluten-Free or No Added Sugar are organised by a distinct colour code, while simple, coloured outlines highlight the key ingredients.
To inject a sense of energy, cartoon-like lines rotate around the ingredients. This adds a whimsical, dynamic motion to the pack, ensuring the design feels light-hearted and alive.
By communicating functional benefits with a spirited, cheerful touch, the new identity establishes Amarsi è Piacersi as a trusted, modern lifestyle ally. Balanced, mindful, and brimming with life, the brand successfully redefines health: shifting it from a rigid rule to follow to a daily pleasure to experience. Finally, wellness is a choice of pure joy, free from compromise.
