Few things in the natural world are as dramatic and captivating as a lava flow.

Settembre 22, 20213 Minuti

Few countries in the world conjure up such a broad range of associations as does Italy. The cradle of western civilization, the birthplace of the renaissance, home to much of humankind’s highest artistic achievements and a culinary tradition that is unequaled in the world. For such a small country, it has an amazing geographic and cultural diversity.

Travel just a hundred kilometers here, and one discovers different traditions, dialects, and food. Consider that Italy has more than 2000 native grapes and 300 varieties of tomatoes, most of which are indigenous to or cultivated only in a specific area. In no other place is origin expressed so strongly through its gastronomy.

One of Italy’s richest and most unique regions is Sicily. Byzantines, Arabs, Romans, and Normans have all ruled over this island leading to a rich blend of cultural influences. It is reflected in architecture and the decorative arts. Food and drink are a central part of life here. Bold, flavors, powerful wines and the best gelato on earth.

A rugged landscape leads inland from the deep blue waters of the Mediterranean to the Nebrodi mountains, dominated by Mt. Etna, one of the highest active volcanoes in Europe. This is where our product is born. An acquavite, double-distilled from ancient native grains and aged in Marsala casks. Made with volcanic spring water and influenced by the maritime winds and scorching summer heat, its taste is rich, warm, and persistent.

Its name, Magma, evokes its strength, warmth, and fascination, which are the same as its land of origin and the character of its inhabitants.

Our design has the aim to communicate the soul of this distinctive product.

Few things in the natural world are as dramatic and captivating as a lava flow.

The label is being consumed by a red-hot burn, expressing in both visual and tactile way, how the forces of nature influence this product, this land and its people.

The challenge was to capture this in a sophisticated way and create a memorable identity for a unique, premium spirit. This could only be achieved through materials and finishes showcasing the expertise of our industrial partners and the contribution they brought to the project.

Italy has a tradition of collaboration among highly skilled and specialized artisans going back to the middle ages. Over the centuries, it gave rise to manufacturing districts that became Italy’s reputation for design excellence.

The development of Magma exemplifies this approach demonstrates what can be achieved working together with innovative, creative partners.

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