Saluti Limoncello: Design with a twist that brings Amalfi to life

The core essence of the Saluti brand identity lies in directly translating the experience of Sicilian lemons and the joy of shared moments into a visual language. The key strategic insight was to move away from stereotypical elegance towards an authentic, approachable celebration of Italian dolce vita.

Central to the strategy is innovation in form design. Collaboration with a specialist bottling agency resulted in a bottle that literally mimics the texture and rounded shape of a lemon, creating an instant, tactile differentiator on the shelf. This intentional distortion of the classic form gives the brand immediate iconicity.

The visual system continues this cheerful narrative. The use of a playful expression and friendly typography communicates lightness and fun, creating an excellent contrast to the product's artisanal authenticity. Additionally, the outer packaging design, inspired by a rustic fruit crate, cleverly combines a transport function with an effective Point of Sale material that engages the customer right at the moment of purchase.

This cohesive approach ensures that Saluti is not just a spirit, but a complete experience designed to be an element of interaction, rather than just a passive product.