One of the most important Innovation project I had the opportunity to develop, as a Design Manager in ILLVA Saronno, was Disaronno Velvet. The first great innovation in the Disaronno Brand from 500 years!

Disaronno Velvet is a Cream Liqueur, a smooth creamy product, withe as milk but with the unmistakable taste of Disaronno Originale.

For its packaging, the first think to do was to color all the glass in withe. This was necessary for two reasons: marketing and practical. For a marketing point of view the withe pack could: stand out from a the shelf (liqueurs has typically dark packs), show immediately to the costumer the brand innovation and clarify the creamy content.
For a practical point of view was necessary for the stability of the product: the white coating could protect from the light the internal liquid.

My idea for the label was very simple; I wanted to show in a very immediate way the same concept of the recipe: Disaronno + milk. For this reason, I decided to spray the original label with a splash of milk, to reassure the consumer that the product was exactly the original one with just a kick of milk.

The label is not just gold and withe. I played a lot with the pigments and the foils to create multiple layers of splashes and make the final look more premium and rich. Also at the touch the label is not all plain: embossing and glossy/matte varnishes were used to make the graphic and logos pop.

Final touch was modifying the iconic square cap. For the withe bottle was necessary use a different closure than the original black one. The new one is exactly the same but in a pure withe color, where the golden carving stands up more elegant than ever.