Arteficegroup unveils the new Brand Identity for Amaro Lucano: The “Pacchiana” evolves to engage Millennials.
Amaro Lucano is redefining its positioning and visual identity to connect with the new generation of consumers. The historic Lucanian brand, celebrated for its deep roots in tradition and for the iconic female figure of the “Pacchiana” on its label since 1894, now presents a rebranding project that balances heritage with contemporary appeal.
The initiative marks a strategic turning point for the brand. Following a competitive pitch, Arteficegroup was entrusted with developing the new Brand Identity, encompassing a complete refresh of the logo and packaging system, grounded in the brand repositioning and the newly defined brand manifesto.
At the heart of the project is a modern reinterpretation of the Pacchiana: today she is more empowered, aware, and contemporary. This evolution preserves the brand’s authentic Italian heritage while speaking a visual language that resonates with younger audiences.
Arteficegroup translated this vision into a new packaging system and logo restyling, creating a more distinctive, coherent, and relevant visual language. The design highlights Lucano’s uniqueness as the first amaro featuring a female protagonist, while reflecting insights from NielsenIQ and BVA Doxa research that identified a desire for renewal among younger consumers.
We worked to restore strength and identity to an icon of Italian culture. Our goal was to unite tradition and modernity, giving the Pacchiana a voice that resonates with new generations and a design language capable of attracting new audiences, without losing continuity or recognizability.
This is Branding the Difference in action: Arteficegroup confirms its role as a strategic partner in building contemporary brand identities that evolve language, packaging, and perception while remaining true to the DNA of the brand.
