Immagina Malfy Broadens The Brand’s Universe Beyond The Amalfi Coast
by Chloe Gordon on 11/02/2023 | 2 Minute Read
Boundless Brand Design's packaging design for Malfy's Immagina Limited Edition bottles is a fusion of artistry and technology. Inspired by contemporary Mediterranean art, the bottles exude style, with expressive brush strokes and vibrant colors that vividly bring the tasting notes of Con Arancia and Gin Rosa to life. The packaging design is visual and interactive, featuring a QR code that opens an augmented reality experience, inviting consumers to escape the mundane and immerse themselves in the essence of La Dolce Vita. Plus, the vibrant colors give the packaging system a beautifully colorful approach to a category that often sticks with more muted tones.
Malfy Gin successfully launched its sensorial and evocative comms campaign “Immagina Malfy” at the end of 2022. Having worked to bring together a comprehensive Brand Guidelines and Global On and Off Trade toolkit, Boundless Brand Design partnered with Malfy to bring to life the first Immagina Malfy Limited Edition bottles.
Immagina Malfy broadens the brand’s universe beyond the Amalfi coast and to the places its target audience of Stylistos dream of escaping to, creating a sensorial crescendo to the perfect aperitivo. The brief was to encapsulate this feeling across the packaging design of the Con Arancia and Gin Rosa. Inspired by contemporary Mediterranean art, the bottles are effortlessly stylish, featuring contemporary expressive brush strokes across the bottles in vibrant colours and flower patterns to bring the tasting notes of each gin to life. A QR code on the bottle can be scanned to open an augmented reality experience, inviting consumers to get away from the monotony of everyday life and to live La Dolce Vita.
Hamish Shand, Executive Creative Director and Founder of Boundless Brand Design says “It’s been a pleasure to encapsulate the feeling of Immagina on these two Limited Edition bottles, they are vibrant, sensorial and the perfect escape for consumers, getting them one step closer to enjoying La Dolce Vita”.
