Galliano rebrand

Bringing back the original recipe for success

The Galliano product and packaging had changed a lot over the years. Lucas Bols decided to re-focus on its Italian roots, taking the recipe back to its original herbal ingredients and asked us to work on the rebrand. Renewed success can be driven by refocusing on what originally made you special and expressing it in an evocative way. Galliano traces its roots back to 1896 when Arturo Vaccari first made the iconic liqueur in the Tuscan coastal town of Livorno.

We went back to Galliano’s origins as an icon for Italian style, repositioning the brand around the idea of ‘Spirito Italiano’. This allowed us to draw out both Galliano’s rich history and Italy’s taste for flair and style — all of which fed straight into the refreshed brand identity and packaging. Galliano is far more than a redesign of the bottle. Every aspect of the brand was considered and a rich palette of design elements and imagery were created to ensure the Galliano story was delivered beautifully, through all applications.