amici supermarket branding
amici is a local supermarket set up by two friends, rico and mario in a small town called sorrento in italy in 1980.
in italian, amici, translating as friends in english. they named the store after their long-standing friendship with their customers and each other.
rico and mario are wanting to expand the business to more than the set of stores in sorrento. they felt their branding was out of date and was no longer relevant.
amici, meaning friends in Italian. the identity hints towards the store owners long term friendship. the store colour palette comes from the crest of sorrento, as a nod to their roots.
sticking with the theme of two friends the icons also play on that meaning with the offset shalldow.